The complexity of geophysics has been extremely stimulating for developing concepts and techniques to analyze, understand and simulate it. This is particularly true for multifractals and Generalized Scale Invariance. We review the fundamentals, introduced with the help of pedagogical examples, then their abstract generalization is considered. This includes the characterization of multifractals, cascade models, their universality classes, extremes, as well as the necessity to broadly generalize the notion of scale to deal with anisotropy, which is rather ubiquitous in geophysics.