Tucked inside the quiet logic of paper sizes lies a story about structure, scale, and intent. We take a closer look at the silent frameworks — both physical and digital — that shape how we design, and why the smallest details often hold the greatest meaning.
Numbers shape our world in ways that we often overlook. From the geometry of well-designed buildings to the simplicity of online browsing, they bring harmony and organisation to everything.
One of the most elegant formulations of numerical logic is something almost everyone is familiar with: A4 paper. One of our favourite mathematicians, Dr. Hannah Fry, describes the humble A4 paper as "one of the most beautiful inventions by humans of all time," and with good reason—the magic lies in its proportions.
“A4 paper is designed so that when cut in half, the original proportions remain. Very clever," she explains. What Dr. Fry is describing stems from an intentional mathematical principle—the square root of 2. Though infinitely complex in its decimal expression, this ratio creates a system of remarkably simple practical utility.
The A-series paper system extends far beyond A4, seamlessly scaling from the expansive A0 (exactly one square meter) to sizes that could theoretically reach unfathomable dimensions. "If you carried on going all the way to A-45, you would have a piece of paper big enough to wrap the entire earth," Fry says. This mix of mathematical beauty and practical application reminds us that numbers and logic are not just abstract concepts—they are tangible ideas, shaping the world around us.
Designers and developers know this interaction between numbers and structure well—grids, responsive layouts, and exacting typography all rely on ratios to create seamless user experiences. Like the A-series system, thoughtful digital experiences need precise mathematical foundations that can adapt easily to different situations while maintaining a harmonious whole. In fact, this is how every project begins for us. Once we have a complete design to work with, we sit down with pen and paper to calculate — drawing, measuring, and iterating to determine the precise breakpoints and calculations that will remain true to the design while also ensuring responsiveness across a vast multitude of devices.
The brilliant simplicity within the A-series paper system resonates with us as it reflects the same values of precision and purpose that guide our approach to website building. Thoughtful construction and logical foundations ensure that what we build is not only functional but also long-lasting.
