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
by simply overlaying the PhiMatrix grid to unveil the design proportions
inherent in these well-designed and very recognizable logos.
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
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.
the position of the grid to align with different key elements of the images.
You may be surprised at what you'll find.