Morphogenesis, the study of how forms arise in biology, has attracted scientists for aeons. A century ago, D'Arcy Wentworth Thompson crystallized this question in his opus On Growth and Form (Thompson, 1917) using a series of biological examples and geometric and physical analogies to ask how biological forms arise during development and across evolution. In light of the advances in molecular and cellular biology since then, a succinct modern view of the question states: how do genes encode geometry?Understanding this fascinating problem requires insight into how shape emerges when molecular information and physical forces are regulated over many different scales in space and time. To address this requires an appreciation of the enormous 'morphospace' of potential shapes and sizes that living forms can take up. In parallel, we need to consider the large diversity in the genetic space of potential regulatory interactions that influence form. While the conceptual framework of developmental patterning explains how cells acquire information and how this defines their behaviours, Thompson's agenda of describing biological processes in mathematical terms is based on understanding how instabilities and patterns in physical systems might be harnessed by evolution. Consequently, the subjects of morphological ( phenotypic) and regulatory (genotypic) diversity that are separated by many orders in length scales, have not been sufficiently coupled intellectually.