ABSTRACT The author introduces an outstanding master of graphic design and photography, Anton Stankowski, as a fractal artist. Stankowski saw his challenge as inventing a visual graphic language capable of depicting natural and technological processes and abstract notions in an aesthetic and comprehensible way. Many of Stankowski's works demonstrate fractal-like characteristics. Analysis of his theory of design provides convincing evidence that this is not accidental. Stankowski used these features consciously. He devised and applied a principle of organizing forms in pictures by means of two components, branching and regeneration, both of which are properties of self-similarity and the underlying bases of fractals.