# The Golden Ratio

## There is some method to our madness.

It is reflected in everything from the growth patterns of sunflower seeds to the way galaxies are formed. The human body follows it. The Egyptians likely used it to pattern the construction of the Pyramids, and there is compelling evidence that the architecture of ancient Athens is based squarely on it.

What is “it”?

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It’s the golden ratio — the graphic representation of which is known as the golden spiral — the inspiration for our brand.

For centuries artists have studied the psychology of beauty, and biologists have tried to grasp the intricacies of nature. The golden ratio is perhaps the most eloquent intersection of right and left brain concepts in existence.

(Time to get your geek on now) In the year 1202 Leonardo of Pisa, better known as Fibonacci, uncovered a link for merging the study of mathematics, nature and art.

It all started strangely enough, when Fibonacci endeavored to study the reproductive patterns of rabbits. He wanted to know how many rabbits would be produced in a year to single pair. As he worked to solve the question, he noticed a pattern emerging.  The number of rabbit couples increased in a certain sequence each month: 1, 2, 3, 5, 8, 13, 21 and so on. Each number in this sequence equals the sum of the two previous numbers: 3+5=8, 5+8=13… These numbers drawn out to infinity are now known as the Fibonacci sequence and is often referred to as the divine proportion.

Fibonacci learned that the sequence applied to much more than rabbits. It shows up all around us in a wide variety of growth and development patterns. Evidentially the sequence and all it represents has a powerful pull on us. Whether it is intentional or accidental, it appears in much of the great design that surrounds us every day.

There is something about it that rings true, familiar, complete, and correct. Understanding the reasons why and how that works can be a powerful tool. It’s not a gimmick, it’s the bedrock of great design.

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