Square Theory: A Unified Framework for Crossword Puzzles, Branding, and Jokes
2025-05-27
The story begins in Crosscord, a Discord server for crossword enthusiasts. A phenomenon called "double doubles," pairs of word pairs with interesting relationships (like synonyms), emerged, exhibiting a 'square' structure. This structure isn't limited to crosswords; it's found in branding, jokes, and even research paper titles. The author calls it "square theory," arguing that the closure and coincidental nature of this structure make it inherently compelling. The theory illuminates successful crossword themes, brand names, and the structure of clever jokes, highlighting the satisfying feeling of completion inherent in this square arrangement.