Welcome to WordCraft. Have you ever noticed how two sets of synonyms pair up into non-synonym phrases, like PUB QUIZ and BAR EXAM? Crossword constructor Alex Boisvert started dredging these “double doubles” in January 2022, prompting a flood of examples on Crosscord. As he puts it, “Double doubles have the proverbial juice, and the juice lies in their structure.”

This leads to square theory: envision each word as a corner of a square and each synonym relation as a side. Completing that loop feels airtight and elegant. Square theory applies everywhere: from question-mark clues like SPIRAL STAIRCASE to brand names such as Grubhub, even crossword themes like the YEAH RIGHT puzzle that wraps around perfectly.

Whether brainstorming puns, naming a company, or filling out a crossword grid, watch for that square shape—when things circle back on themselves, the payoff is undeniable. Keep your eyes peeled for squares, and happy wordplay!
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