The Rho GTPases-Rho, Rac and CDC42-are small GTP-binding proteins that regulate basic biological processes such as cell locomotion, cell division and morphogenesis by promoting cytoskeleton-based changes in the cell cortex. This regulation results from active (GTP-bound) Rho GTPases stimulating target proteins that in turn promote actin assembly and myosin-2-based contraction to pattern the organization of the cortex. This basic regulatory scheme, well-supported by in vitro studies, led to the natural assumption that Rho GTPases function in vivo in an essentially linear matter, with a given process being initiated by GTPase activation and terminated by GTPase inactivation. However, a growing body of evidence based on live cell imaging, modelling, and experimental manipulation indicates that Rho GTPase activation and inactivation are often tightly coupled in space and time via signalling circuits and networks based on positive and negative feedback. In this Review, we present and discuss this evidence, and we address one of the fundamental consequences of coupled activation and inactivation: the ability of the Rho GTPases to self-organize. We discuss how Rho GTPase self-organization results in the formation of diverse spatio-temporal cortical patterns such as static clusters, oscillatory pulses, traveling wave trains, and ring-like waves. Finally, we discuss the advantages of Rho GTPase self-organization and pattern formation for cell function.