Some observers of the graphics used on this web site will be wondering about our penchant for the use of ferns. If so, they will be pleased to learn, we hope, that there is indeed a method to our madness. One of the central themes behind the Macroinnovation concept is that knowledge-making is an organizational, not an individual, affair. Optimum organizational behavior is a function of what entire populations of individuals can create, not just the privileged few who might have formal authority to do so. Moreover, one cannot infer from the parts what the potential of the whole system will be. Only the whole system, left to its own devices, can produce its creative works.

A visual representation of this idea is beautifully provided in the form of fractals. To capitalize on this theme, we chose a fern fractal developed by Linda Garcia in her 1991 book, The Fractal Explorer (Dynamic Press, Santa Cruz), to serve as the basis of Macroinnovation's logo. Accordingly, the "root" stick, or twig, shown at the start of the animation above is reflected in the company's logo design -- albeit, rotated ninety degrees to the right. By systematically building upon itself, this root twig evolves into a fully elaborated fern, the final shape and character of which cannot be inferred or deduced from an inspection of the root twig itself.

Garcia's fractal follows a few short rules. First, the root is free to repeat itself at any level of scale. Next, its repetitions must all "point" in the same direction. And finally, each iteration must physically connect with what has already been done. The result is truly an emergent group effort, something that none of the individual root twigs could have pulled off alone.

Source of fern image animation: L. Garcia, The Fractal Explorer (1991)