This concept article focuses on the simplest branched liquid crystalline (LC) molecules--the three-armed mesogens with arms symmetrically linked to the core. They are basic but fascinating mesogens for the exploration of self-assembling processes into complex, functional, soft materials. Quite a large number of elements of diversity provide the possibility to synthetically program such star-shaped molecules and to control phase formation, if aggregation processes are fully understood. Recently, ABC-cores opened the way to non-symmetric mesogens and, therefore, to the concept of multifunctional materials with defined nanostructures. In the article this outstanding family of mesogens is classified, their peculiar molecular structure and self-assembly are discussed and potential applications are presented, in which this type of mesogen may be beneficial.