I designed the OUR logo based on the phi ratio (more on that in a minute) because it has significance in mathematics, biology, architecture, music, art and philosophy, to name a few disciplines. I also like how it looks. Have a look at the rectangle in the upper right corner of this page and notice that inside there is a square on the bottom with a smaller rectangle (turned 90 degrees with respect to the outer rectangle) on top. And, amazingly enough, that smaller rectangle can also be subdivided into a square and an even smaller rectangle and so on, until we reach the limits of resolution (so we made that smallest rectangle black, although clearly the series could continue). For me, that represents turning inward to refine a question and uncover a creative spark to seek answers. But of course, we could extend the logo outward to infinity by adding a square to create a larger rectangle (note that this square would need to be added to the left side), and then another above to create an even larger rectangle, etc. Try it! For me, this represents looking outward to make connections, find mentors, and seek advice. And as for that ratio, it defines the single way that a line can be divided into two parts so that the ratio of the two lengths is the same as the ratio of the larger length to the original line. For example, if you were to divide a line in half, this wouldn’t work, would it because the two new lengths would be equal (ratio = 1) while the “larger” length is half of the original (ratio = .5). You can measure the phi ratio (also called the “Golden Proportion”) for yourself using the OUR logo. And now with any luck you’ll begin to notice “Golden Rectangles” everywhere.