InVertum – this word does not belong to any dictionary. Nevertheless, it is not just senseless collection of sounds. More than that, this selection of letters host remarkable blend of senses! But – step by step. In summer 2008 we gathered together - our new editorial board composition. Very soon the first issue of the “IV octopus” magazine appeared, the first step towards presenting of our new project. From the very beginning we placed “IV” as the Roman numeral “four”. From one hand, it is right, it is the fourth mutual project, carried out by our team. But this “IV” has also another meaning, it is abridgement, looking like consonant script. Meet InVertum!

So, what does it mean? This is our new project. The word was born synthetically, by interbreeding of various ideas and words: 8 words from various languages serve as basis for this mix.

Spanish word "ver" – vision, to see, to determine, observe, understand. This sense is transparent – the magazine allows man TO SEE.

English: "vert". On the one hand, it is part of the word “Vertex” – astronomic peak, zenith. For us it is the aim, as we are eager to create magazine, that will be perfect from the point of view of our readers. On the other hand, "vert" means “transformation to the other belief”. This is more a joke, but, “in every joke there is only a piece of joke….”. As divers are people, who have quite different view on the world, many are really fanatic about diving (in a good sense). Yes, we are dive fans, we are proud of that and do a lot, to convert our unaware land brothers under our banners. But English “vert” has also the third meaning – heraldic green color. History of this word dates back to the ancient forests, and green also became the symbol for those, who wants to preserve nature of our planet. And despite the fact, that water is mostly blue, that green color - is our choice (by the way, even red color becomes a little bit more greenish with depth :).)
Oh, "vertu" is a part of the word "vertun", that in Swiss German means “to distribute” – we do that with every issue.

Next. Similar sounding "virtu" is “piece of art” (English), the object, very precious and not like others. It fits again – ocean world is priceless itself, and, despite the fact, that men’s efforts mostly spoil it, it remains perfect! From the other side, the magazine is done by us, and we try to do our best to create small reproduction of this masterpiece - ocean on our pages! By the way, the word “dignity” in French is spelled the same –"virtu".

In general, the word InVertum sounds like the word “to invert”, that means process, when an object becomes its antipode, and there it also makes sense: when we go into the water, we penetrate into quite different world, that is opposite to the surface.
Only one word is left, that’s “in”. It has so many meanings, that makes no sense to bring them. The main for us is- involvement of smth into some process.

So, we described, what words and meanings were used when creating the name. If we decided to use humane words with their semantic meaning, the magazine name would be the following:
“The magazine, that helps to create the peak of pleasure from watching the masterpiece OCEAN, and persuades as many homo sapiens as possible to take fins and transfer themselves to the other reality, after seeing that, they will not be able to put out chemical waste into the sea; to do that with dignity and on the highest level”.

We, of cause, examined this version, but our designer doubted, if it would be easy to put all these words on the cover... So we had to follow the way of analysis and synthesis.
That’s how InVertum was born – the magazine, made by divers, about divers, for divers!