Abstract. Mono-and a,w-dipolar amphiphiles with hydrophilic pyridinium head groups, and flexible and rigid hydrophobic parts have been synthesized. Surface tension and conductivity measurements proved that micellar aggregates for amphiphiles 1-4 are formed. The incorporation of rigid units leads to a decrease in the critical micellar concentration (CMC): the rigid monopolar amphiphile 2 aggregates at lower concentration than the flexible monopolar amphiphile 1. A similar decrease was observed when chain ends were connected: the flexible a,w-dipolar amphiphile 3 has a lower CMC than the flexible monopolar amphiphile 1. The more flexible amphiphiles 1-3 allow the formation of micelles of different shape leading to both CMC and C, values. For the a,w-dipolar amphiphile 4 with a rigid azoxybiphenylene core, the possibility of different micellar shapes is reduced, leading only to a CMC value (CMC = C,). For the flexible a,w-dipolar amphiphile 3, only a small, but linear viscosity increase with concentration is found. Very viscous solutions were measured for the rigid a,w-dipolar amphiphile 4 above a certain concentration. Phase diagrams of amphiphiles 3 and 4 were detefmined using polarization-microscopy and X-ray measurements. Flexible a,w-dipolar amphiphile 3 shows a lyotropic mesophase only at very high concentration (83 mass %). In contrast, rigid analog 4 forms stable lyotropic mesophases at 16 mass %. Both nematic and higher ordered mesophases (probably lamellar) are found for the rigid a,tfi-dipolar amphiphile 4.