Nature by Numbers. The Golden Ratio in Apple’s logo design (via) THE GOLDEN RATIO OF BRANDING AND SUCCESS - a knol by Logo Design Consultant. Balance is the word which describes an ideal world where everything maintains a certain relationship to everything around it. With this balance the world maintains the basis of harmony and co-existence. Time and again it has been observed that people or groups have actually destroyed themselves and their ambitions with their own hands trying to achieve their goals and motives stretching beyond the limits of this balance. The idea of this balance or equilibrium is not rocket science. Look around you and you will find out that any two objects not holding an appropriate proportion sooner or later falls out in the abyss never to be seen again.