The organization's mission states that they will work aggressively to restore health to children by eliminating exposures to environmental toxins, hold those responsible accountable, and establish safeguards to prevent such harm from ever happening again.

The logo addresses the environmental concerns in particular, hence the tree- or leaf-like shape (also conveniently reminiscent of a water drop) embracing a child’s face wearing a blissful expression. All of this fused seamlessly and in simplest way possible, with no excessive details, pure and straightforward. An alternate version is adapted to work just as well on colored background.