The document discusses DreamWorks Animation's logo and the target audience of its films. It notes that the character sitting on the moon in the logo is young based on its shape and build, indicating DreamWorks films are aimed at younger audiences. It also mentions the use of the innocent, baby blue color further suggests the films target children. The logo originally had the initials of DreamWorks founders Spielberg, Katzenberg and Geffen at the bottom and was meant to resemble Hollywood's golden age, though the final version was hand-painted per Spielberg's preference.

1. Institutional Research -
DreamWorks Animation
Joshua Parkinson

3. • Considering that the character sitting on the moon in
the logo is of young age. You can assume that the
large majority of the films produced by DreamWorks
are aimed at the younger audience. I know that the
character in logo is young due to the shape and
build of the character.
• The use of colours are quite inviting, baby blue is a
rather innocent colour since it usually has
connotations to new born babies. Once again, this
shows that DreamWorks films are aimed at young
children.

4. History of logo
• The logo has the initials ‘SKG’ at the running across the
bottom, these are there since they are the first letter of
Spielberg, Katzenberg and Geffen; the founders of
DreamWorks.
• Originally, Spielberg wanted the logo to be reminiscent of
Hollywood’s golden age. Spielberg also wanted the logo to
be computer generated, but Spielberg’s supervisor of light
suggested that a hand-painted logo would look much better.
• The logo we all see today, is the hand-painted version since
Spielberg thought it was actually a good idea.