The Golden Ratio is key to aesthetic design. Although many designers today don't rely much on this concept, but it brings finesse and precise balance to logo designs. The golden ratio shows that there is maths involved in designing a persice logo
The golden arches of McDonalds is a perfect example of how simple logos are sometimes the most powerful and effective when trying to attract attention and business. Simple logos can become more memorable quicker since it's short, sweet and to the point.