Unveil the beauty, harmony and balance of nature's proportions.

Apply it to your own analyses, designs and artistic creations.

Graphic analysis and design software based on Phi 1.618, the golden section

PhiMatrix: Graphic analysis and design software based on phi

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Examples of applications of Phi in graphic design

From Renaissance artists of the 1500's to graphic artists of today, phi is recognized for its ability to give a sense of aesthetic appeal in balance and harmony of design.  Product logos represent an image that must make a positive and memorable impact on the conscious and subconscious minds of consumers, so it is no surprise to find phi proportions in many logos of major companies.  The Phi grid proportions are provided by PhiMatrix software by simply overlaying the PhiMatrix grid to unveil the design proportions inherent in these well-designed and very recognizable logos.

Note:  The logos presented on this page are for illustration purposes only of principles of graphic design and are do not imply in any way an endorsement of, or affiliation with, this web site or explicit use of PhiMatrix software in their development.
   

Note how every dimensions of each letter of this logo is apparently based on proportions of phi (first golden ratio) or phi squared (second golden ratio):

Phi is also used in the proportions of product design, as illustrated by the insets in the width dimensions of these soft drink bottles:

Pepsi's ad agency did the redesign of the Pepsi logo above by applying concepts of Phi and the construction of the Golden Section.  Read it in a 4MB PDF HERE.

Examples of the appearance of Phi in nature, art, architecture, product design and the stock market

Below are a variety of images, each of which embodies phi proportions in at least one way.  To see where phi appears in each image, just click the "Show phi grid" button below each photo.  To explore the images on your own, Download the free trial version of PhiMatrix and install it.  Click on any image to enlarge it and then use PhiMatrix™ to analyze the phi proportions.  If you need a hint on how to get started, just hover your mouse over the photos below before clicking on them.

Watch the video demo to learn how to position, resize and change the orientation of the grid, add mirroring grid lines, experiment with the number of horizontal and vertical grid lines and a variety of other features.

Shift the position of the grid to align with different key elements of the images.  You may be surprised at what you'll find.

Click on images to see original photo in full size.

 

Hover mouse over image for hint on using PhiMatrix
 
Click on buttons below to show overlay of phi gridlines.
 
Hint: Set grid to meet pupils of both eyes and bottom of chin Hint: Surround sand dollar with grid Hint: Set bottom of grid just above large arch at bottom Hint: Measure from head to toe and also the length of arms
Hint: Border the spirals with the grid Hint: Border the spirals with the grid Hint: Do not include ears in grid Hint: Place grid from nose to back of head and bottom of chin to top of head. Use 6 vertical lines.
Hint: Set grid from head to toe and use horizontal lines Hint: Set grid from head to toe and mirror the lines Hint: Set grid from head to base of body Hint: Set grid to meet pupils of both eyes and bottom of teeth and then bottom of chin
Hint: Surround car with grid to the bottom of the wheels and use horizontal lines

Hint: Put corners of grid at upper left high and lower right low, using horizontal lines

 Hint: Set grid to surround entire plane
Hint: Set grid from head to tip of tail Hint: Measure the divisions of the rings Hint: Surround the entire fish and fins with the grid
Hint: Measure the opening in front of the table, the windows in the back of room and other dimensions Hint: See the image in the header of this page Hint: Align grid to SECOND step and top to the top of the triangle
  Hint: Set grid to cover center tooth and eye to to left PhiMatrix includes the
Levin Dental Grid
for aesthetic dental
applications.
   

 

 

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