Two kinds of amphiphilic dendronized conjugated polymers, polyfluorene (PF) and poly(binaphthyl-alt-fluorene) (PBF), were synthesized by Suzuki polycondensation of hydrophobic macromonomers with two nonpolar octyloxy chains and hydrophilic macromonomers with two polar oligo(ethylene oxide) chains. In these polymers, PF possesses a linear rod-like backbone structure, and PBF adopts a folded rigid backbone structure. The different configurations in the conjugated main chains result in different supramolecular self-assembly morphologies. The optical and thermal properties of PF and PBF were also studied. (C ) 2007 Wiley Periodicals, Inc.