The Dragon’s Heart Institute is proud to reveal new visual identities for its flagship programmes, Climb and Spread & Scale. More than just logos, these new designs draw deeply from the natural world and from ancient Welsh symbolism – evoking the core values and transformational journeys that lie at the heart of both programmes.
Climb: The Awen-Inspired Symbol
Climb’s new logo draws its inspiration from the Awen, a symbol from Celtic and Welsh culture. The word Awen translates roughly as “inspiration” in Welsh, and the symbol itself is composed of three rays of light, emanating from three points.
In nature, Awen can be seen in light falling between the branches of trees. It’s a symbol of creativity, growth, balance and awakening: values that perfectly reflect the purpose and practice of the Climb programme.
Climb is about helping leaders tap into their inner wisdom, connect deeply with their values, and step into their fullest potential. Awen reminds us that leadership isn’t about hierarchy or titles, it’s about alignment, courage and the flow of authentic connection.
“Awen is a perfect metaphor for Climb,” explains Bryn Kentish, DHI Programme Manager. “It represents the inspiration that comes when people are fully seen, heard and connected to each other, to purpose, and to the change they want to make in the world.”
Spread & Scale: The Celtic Spiral Reimagined
The new logo for Spread & Scale is inspired by the Celtic spiral, one of the oldest and most enduring symbols in nature and culture alike. Seen in everything from unfurling ferns to ocean currents, ammonite fossils to galaxies, the spiral represents growth, evolution, expansion and continuity.
In Celtic tradition, spirals often symbolise the journey of life, not as a straight line, but as a process of unfolding, circling back, learning, and growing ever outward. This makes it a fitting image for the Spread & Scale Academy, where the goal is not just to replicate innovations, but to refine, adapt, and evolve them in response to new contexts.
“Scaling is not duplication. It’s emergence, resilience and movement,” says Ruth Jordan, Director at the Dragon’s Heart Institute. “The spiral captures that perfectly. It reminds us that spread isn’t linear. It’s organic, relational, and rooted in momentum that builds over time.”
Just as spirals appear across the natural world, from sunflower seed patterns to hurricanes, Spread & Scale recognises that powerful ideas, when nurtured and structured properly, can ripple outward to create profound system-wide change.
These new logos offer more than visual cohesion, they carry meaning, intention and a deep sense of place. Rooted in Welsh heritage and inspired by natural patterns of growth and connection, they align beautifully with the Institute’s mission to grow people, accelerate change, and embed compassionate leadership across health and care.
Each symbol is an invitation to lead with purpose, to scale what works, and to remember that lasting change begins with human connection and shared values.
We hope you find them as inspiring as the journeys they represent.
