So, when starting to build a creative idea, you should only focus on the idea itself and then think about how it conforms to the design rules later. The reason is very simple, the creative idea is the core of your design and none of the rules are able to invalidate a unique concept. Furthermore, some of the most famous and beloved logos break some rules that are thought to be deviant by many designers.
What is the Golden Ratio?
Throughout the history of design and architecture, there has been a common ratio used by artists that proves to be able to proportionally arrange the elements in the design in an attractive and pleasing artwork.
This ratio is known as the Golden Ratio, Golden Rule, or Golden Section, and some refer to it using the Latin letter Phi. Fibonacci Sequence describes the Golden Ratio as an equation that rules the relation between two sections in a design. So, dividing section A by section B results in the ratio value of 1.618033987. And, if you divide the value of A+B by A, it equals the same ratio value as the figure below shows.
Many of you may be aware of the rectangle shape below, but how does it apply to the Golden Ratio? Actually, the rule is simple, if you divide the size of square 8/5, it results in the Golden Ratio, 1.61. Subsequently, dividing the square 5/3 = 3/2 = 2/1 = 1.61.
So, if you draw a spiral shape that follows the flow of these squares, you will end up with a guide that shows you how to arrange the elements in your design. The important elements in the design that you would like to focus on can be added as the figure below.
For more than 4000 years, artists and mathematicians have been applying this ratio in paintings, designs, and architecture, as the following images demonstrate.
Finding the Golden Ratio in Your Design
After understanding the Golden Ratio, you can apply it to your design or logo easily by using the square grid or spiral above as a guide. While you are building your design on paper or using any design tools like Adobe Photoshop or Illustrator. These applications allow you to add this spiral or square grid as a guide layer and use it to arrange the elements in your design.
The following list of tools can help you to generate the Golden Ratio in your design by entering the sizes you would like to use in the design:
In addition to the tools above, Adobe Exchange provides a free template that you can use as a guide when you design your logo to apply to the Golden Ratio. The Golden Spiral can be downloaded and opened in Adobe Illustrator.
Applying the Golden Ratio to Logo Designs
Logo designs of famous brands are good examples of applying the Golden Ratio, especially when you would like to learn to apply it in your own design projects in a practical way. Here are some logo design examples:
A very simple logo like the National Geographic logo can be a good and direct example of the Golden Ratio. The ratio of the length of the yellow rectangle and the total width equals the Phi number 1.61.
Bp is another example of applying the Golden Ratio in a circular form. So, the ratio of the radius to the close circles equals the Golden Ratio.
The Toyota logo consists of three ovals, a big oval that includes two intersected ovals in a horizontal and vertical arrangement. The intersection of the two ovals is placed in the Golden Ratio of the logo, which is the percentage shown in the figure below. This logo provides a bit more complicated example compared to the two previous ones that show the ratio in a simple and more direct way.
Another example of the Golden Ratio is Pepsi’s new logo. If you simplify the logo to its outlines, you will find that it consists of two circles. A large circle which includes a smaller one placed in the top right. The percentage of the radius between the large circle and the smaller one is the same Phi value of 1.61.
The examples above appear to apply the Golden Ratio, but there are various other logos out there. Some apply the Golden Rule and some do not. The lesson is that rules are not deviant. If you believe that your creative idea really needs to break the rule, then go a head and do not be ashamed of it. Sometimes, the Golden Rule will help your idea stand out from the crowd and sometimes it will not.