How to design a harmonized logo using the Golden Ratio

Also known as the Devine Ratio, the myths say The Golden Ratio is the formula used to design the Universe! Therefore, I thought we might use the help of Gods in branding BioCart, an e-shop of natural cosmetics.

The Golden Ratio, closely related to the Fibonacci sequence, which you might know from The Da Vinci Code, describes the perfect symmetry between two proportions. Mathematically, the formula goes like this:

a/b = (a+b)/a = 1.618

I know, sounds complicated, but it’s actually easy. The proportions are approximately 1:1.61, and this can be illustrated in a simple way by using a rectangle split in 2 parts:

So how did it go?

Step 1

I created a Fibonacci sequence of squares:

Step 2

I filled the squares with proportional circles, which were going to form the grid of the logo’s curves.

Step 3

I picked the 2 symbols that I was going to use: a leaf, representing nature, and a cart, illustrating the e-shop. Both colours were going to be earthy: green and brown, in order to fit the core values of the brand.

Step 4

I removed the lines and used the circles to create the grid. Using it, I created the outline of the cart carrying the leaf.

Step 5

After a bit of retouching, and picking a typeface with the same proportions as the illustration, the logotype was ready. The words ‘Bio’ and ‘Cart’ obviously needed to be shown with their corresponding colours.

And there you go, this is how you construct a brand the same way ancient architects designed some wonders of the world, such as the Parthenon or The Great Pyramid of Giza.

Andrei Deligiorgi,
 Art Director @ 4ideas.

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