The logo draws itself from the idea of planting a seed (inspiration) that grows into a tree symbolizing nurturing of aspirations of young children. DREAM acronym is interpreted literally as a noun, and the symbol of a tree signifies that the dream of a child grows like a tree through Dance, Reading, Expression, Arts and Music. The logo materializes through morphing of a blot into a dancer, an ink-blot, a hand-print, a brush stroke, a musical note and finally into a full-grown tree underlining the importance of liberal arts in the development of children - their dreams and aspirations towards becoming the citizens of tomorrow as creative imaginative thinkers. "Drawing" as a metaphor is used creatively (the logo draws itself) by employing various known tools of expression in different art forms. The final logo design also responds to the call in the competition brief for a "Mark of Dreams" (A Tree made up from the marks of ink, paint, hand-print, brush-stroke and a musical note) and represents the nature of the DREAM Center Program of the UNESCO/Tribute 21 Fund.
The color palette forms an integral part of the brand look with 5 brand colors representing each category integrated into the Acronym DREAM. The look and feel is bright symbolizing hope and optimism that comes out of bringing a positive change in the lives of children. The use of flat colors and simple graphics to delineate each category is deliberate to facilitate monochrome to full-color reproduction in various media formats and mediums - from print, to web - for use in brochures, posters, print layouts, stationary or online animation.