The golden ratio, also known as the divine proportion (1:1.61), is a remarkable mathematical relationship that the human brain finds pleasing. Psychologists have found that people are attracted to objects designed around this proportion.
But what exactly is the golden ratio?
It is a number—1.618, to be precise. A quick Google search will reveal countless examples of its mathematical calculation and geometric construction. Although mathematics is its foundation, the principle is mainly about what the eye perceives. Also called the divine proportion or phi, it is a tool rather than a strict rule of composition—rigid rules would make little sense here. It may sound complicated, but you do not need to be a mathematical genius to apply it to art and design.
How do we arrive at it?
Phi can easily be derived from the sequence behind the Fibonacci spiral, named after the Italian mathematician Leonardo Fibonacci, who encountered it during travels in the East and popularized it in Europe. Beginning with 0 and 1, every number is the sum of the previous two: 0, 1, 1, 2, 3, 5, 8, 13, 21, 34, and so on. The ratio between consecutive numbers approaches 1.618.
Many designers and artists use it, hoping people will like their work. It is believed that the perfect logo is the one that is made according to the golden ratio. Just as the Golden Rule can be used to create squares and rectangles that are constructed into a harmonious whole. so it is also applied to the figure of the circle. Applied in graphic design, it creates not only symmetry, but also synthesized forms that are consistent in their internal logic. How appropriate for the design of minimalistic, clean logos of brand identities such as those of Apple, Pepsi and Twitter.
The Apple logo can be interpreted through overlapping circles based on golden-ratio geometry. It illustrates how a specific result—such as a bitten apple—can be constructed with a consistent geometric model.
The Pepsi logo is built from two overlapping circles. The smaller one is not visible in the final mark, but it forms the basis of the white shape that runs through its center.
The Twitter logo is based entirely on geometry, using golden circles to create balance, order, and harmony.
Harmonious division is useful not only for logos, but also for business cards, posters, banners, and websites. It can guide element dimensions, font sizes, and even the balance between primary and secondary colors. If body text is 11 points, for example, the ratio suggests an 18-point subheading. National Geographic has also used a golden rectangle to divide its website into main and side columns.
The golden ratio can also inform color selection. A common proportion used in many design projects is:
- Main color - 62% (of design)
- Secondary color — 24% of the design
- Shades of the primary or secondary color — 9% of the design
- Accent — 5% of the design
Three colors are often enough for an advertisement or website. The primary color can form the background, the supporting color can define containers or panels, and the remaining 5% can highlight important accents.
When the golden ratio is used in web design, pages can make a stronger impression and become easier to remember. Page elements work like organs: each is vital to a website that functions well and feels visually balanced.
Remember that the golden ratio is a tool, not a strict rule. Do not confine your imagination within arbitrary boundaries when developing an idea—creativity can cross them whenever needed. Still, the beauty of a gathering storm, a found seashell, or the seeds of a sunflower can offer enduring inspiration for symmetry.
