Golden Ratio in logo designs
Apple is probably the only company not to use its name in its logo. Despite that, the Apple logo is one of the most recognized corporate symbols in the world.
What’s the secret?
Some of company’s logo artists have infused its logo with some mathematical elegance, with the Golden Ratio or φ.
The golden ratio has been around since at least Euclid and Pythagoras. Fans of the Da Vinci Code should know it too, as Dan Brown has referenced φ several times in his books.
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. Whatever you believe, 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.
No wonder, the logos, which are made of this procedure seem so elegant and aesthetically pleasing.
Beside the Apple and iCloud logo, inter alia National Geographic’s, Pepsi’s, BP’s and Toyota’s logo also made with using Golden Ratio.