The Dream Center Branding concepts for revolutionary UNESCO charity. Maslow's Heirachy of Needs Triangle has been a seldom questioned model for the way in which we build our lives - satisfying our basic physiological needs before considering other needs such as safety, belonging, self-esteem and self actualisation. This model is deeply embedded in the way in which governments and many charities distribute aid across the world. Only when a society's basic needs are reached should we look to fulfil other, less physical need. By focussing their charitable efforts of dancing,reading,expression,art and music, The Dream Center, a new charitable arm of UNESCO, are refusing to follow this model. The controversial mandate of the chairty questions whether we should in-fact follow the order of Maslow's Triangle or if the five need groups he describes are actually equal and parallel. After identifying The Dream Center's re-evaluation of Maslow's triangle I sought to represent this graphically in the chairty's brand. By breaking the Heirachy of Needs into the shapes of its five need groups I was able to creat something a font from the pieces. The letters DREAM created from the shapes represent this new approach to aid - each need group being equal in irrational progress of life.

	In Between Dreams Looking beyond the apparent. The "In Between Dreams" concept sought to represent the way in which the DREAM Center looks beyond obvious needs of children in developing countries. The individual shapes of the characters become icons for each of the charity's initiatives - dancing,reading,expression,art and music - whilst the logo itself can also be repeated in a pattern that becomes an extension of the DREAM brand.

	Paper Dreams This concept for the Dream Center branding came from experimenting with paper shapes in much the same way as a child plays with paper and pens. The letters were hung to create a the image of the letters floating - fitting for the word DREAM. The photographic image was then vectorised into a logo. A mixture of the photographic and vectorised logos were envisioned for the brand across a variety of media.

	Maslow 2.0 Maslow's Heirachy of Needs Triangle re-engineered. Similar to the font created from pieces of Maslow's triangle(top) the "Maslow 2.0" concept re-evaluates the validity of the Heirachy of Needs theory. Instead of breaking the triangle apart this concept merely adjust each of the need groups into concentric triangles that reflect the concurrentness in life.
	Copyright © Sam Dunne. TheDunneThing. All Rights Reserved. 2009