German physicist and psychologist Gustav Theodor Fechner proposed that a simple ratio, an irrational number defines the balance in nature. The Golden Ratio!
Golden Mean, Golden Section, Divine Proportion are all common names for what is known as the Golden Ratio which is based off the number phi (φ) = 1.61803398874… discovered by Italian Mathematician Fibonacci.
Phi (φ) is the ratio between the number sequence 1, 1, 2, 3, 5, 8, 13, 21 etc. where the next number in the sequence is derived by adding 2 numbers together. So, 1+1 = 2, and 1+2 = 3, 2+3 = 5 and so on. When we divide two sequential numbers i.e. 5/3 = 1.67 and 21/13 = 1.615 the ratio between these numbers soon become very close to φ (1.618).
What’s so amazing about this number?
Some believe that it is the most efficient outcome, the result of natural forces. Some believe it is a universal constant of design, the signature of God. The pervasive appearance of φ in all we see and experience creates a sense of balance, harmony and beauty in the design of all we find in nature. It should be no surprise then that mankind would use this same proportion found in nature to achieve balance, harmony and beauty in its own creations of art, architecture, colors, design, composition, space and even music. From the Parthenon to Monalisa, from the Egyptian pyramids to credit cards, φ has been there, always.
Example of logo that use golden ratio :
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