It's not easy to explain how we arrived at the new corporate imagen of Casas patronales, but we'll try.

Was it a great idea, destiny, chance? Who knows?...

We believe it was a discovery.

# Why?

## This is how it all started

We decided that our brand had to have its own unique, unmistakable identity in the minds of consumers and also that it must have substance and roots in as many markets around the world as possible. So we started indepth research, which is part of the task of building a brand.When we drew the letters C and P frehand, we noticed that they formed an icon which is found in Grek culture , called phi ().

The golden number Phi, (also known as the golden section, golden ratio, golden mean, golden proportion and divine proportion) is represented by the Greek letter () (fi) in honour of the greek sculptor Phidias.

We were so surprised by this discovery, we felt we had to continue investigating this concept and the importance of its meaning. What we learned left no room for doubt

All the information and evidence we compiled pointed us in one clear direction... We had to use this symbol as our inspiration, guide and spirit for every aspect of developing this brand, that is in the design of the logo, labels, packaging, publicity materials, multimedia campaigns and so on. In short, all the creativity going into the Casas patronales brand needed to take into account and be built in terms of the letter or number Phi, also called the golden proportion, which has always existed in the physical universe and can be explained mathematically.

The golden section has a curious relationship with the Fibonacci sequence, so called because it was discovered by the medieval mathematician from Pisa, Leonardo Fibonacci (1170 - 1240). The Fibonacci sequence is a series of numbers where each one is equal to the sum of the previous two numbers: 0-1-1-2-3-5-8-13-21-34-55-89-144-233..., and so on. Its limit is infinity as seen in the equation n-1/n = 0,6180339.

The golden section occurs when a segment is divided in two in the proportions of the golden number. The ratio of the total length of a+b to the longer segment 8a) is equal to the ratio between the two segments (a) and (b).

This is an algebraic number which has many interesting properties and was known in ancient times, not as a "unit" but as a relationship or proportion. This proportion is found both in geometric figures and in nature, in elements such as shells, the leaf weins of some trees or the width of their branches, amongst other things. In art, it can be found in works such as the Mona Lisa, the Harmonious Proportions for the body of leonardo (the book by Luca Pacioli "De Divina Proportione" (About the divine proportions)), the Venus de Milo (Aphrodite of Milo) and Doryphoros by Polykleitos. there are also innmerable architectural works throughtout the ages in which the golden number is called Phi for him and the abbreviation is the first letter of Phidias in greek. Other examples are the Egyptian pyramids and the Eiffel Tower. In music, the golden proportion can also be discerned in various piano sonatas by Mozart, where the proportion between the introduction and the development of the theme is as close as possible to the golden ratio. Beethoven's Fifth Symphony is also distributed according to the golden section. The climax of the work is 61.8% into the piece ( = 0,6180339 ).

Pianos have seven octaves in ascending order from low to high.

The first six numbers from the Fibonacci Sequence appear in a piano octave, which consists of 13 keys: 8 white keys and 5 black keys (in groups of 2 and 3)

However the golden number is not just found in nature, ancient buildings and artistic work. Every day we deal with objects which were developed using the golden proportion, for instance most credit cards and chilean identity cards have the proportions of a golden rectangle. We can also find it in cigarrette packets, the design of forniture, window frames, beds, etc.

Thus, a special aesthetic character is attributed to objects which follow the golden ratio, as well as a mystical importance.

In greek art, perfection of form is the result of the cult for numerical proporton. Plato and the Pythagoreans raised this natural cultural background to philosophical thought in affirming that reality is, in ultimate terms, a number. They claimed that behind beauty, there is always this number. It's behind this brand and each and every element of Casas Patronales.