The Golden Ratio in Logo Designs

“Beauty and aesthetics have been praised from time immemorial. But little did people know that the most effective, perfectly balanced, and visually compelling creations followed the tid-bits of mathematics. At least not until 1860, when German physicist and psychologist Gustav Theodor Fechner proposed that a simple ratio, an irrational number defines the balance in nature. The Golden Ratio! Fechner’s experiment was simple: ten rectangles varying in their length-to-width ratios were placed in front of a subject, who was asked to select the most pleasing one. The results showed that the most favored choice was the “Golden Rectangle” (with ratio 1.618).”

See how the golden ration exists in all these company logos..


BP is one of the world’s leading international oil and gas companies. They launched their new logo in 2000. What appears to be an attractive logo, however, turns out to be formed of concentric circles, again proportional to the
Fibonacci sequence. Is it a mere co-incidence or a planned execution?