The Public Dreams Society logo shown above was developed in the mid-1990s — a redesign from the original logo of 1986. Since its inception, Public Dreams has significantly funded its artistic endeavours using its own social enterprise division. Imaginate, as the division is now known, offers events management and planning services to corporate clients. This version of the logo incorporated the whimsical original artwork from the Artistic Director (the Dreamer) alongside a free-form but nonetheless slick typeface, to reflect the dual capabilities of Public Dreams.

In 2005 Beware was contracted to redesign the above logo, the results seen below. The Dreamer was streamlined for flexibility and modernity, and the typeface was kept untouched. It is always tempting to create something from scratch — remodeling is always more work than building fresh. However, it is equally important for branding to respect the value and goodwill that resides within the existing look. The end result is a logo that is true to its grassroots beginnings while reflecting the success and longevity of Public Dreams Society.