Phi – also known as The Golden Ratio – is a mathematical phenomenon that is prevalent throughout the natural world and regularly encountered in human creations.

Two quantities are in the golden ratio if the ratio between them is the same as the ratio of their sum to the larger of the two quantities. The proportion underpins our ideals of beauty and its predictive pattern of growth delivers structures with visual impact.

Phi (pronounced ‘Fai’) is the name for the infinite decimal that begins 1.618 and corresponds to the golden ratio. It is directly associated with the Fibonacci sequence, where each number is added to the previous in a series.

So-called by the Greeks, ‘The Divine Proportion’ is an alternative name for the Golden Ratio, due to its ubiquitous (and therefore seemingly divine) presence in a range of forms – from sea shells to spiral galaxies; from the human ear to the Egyptian Pyramids.

Precise, Mathematical, Impactful.