Chase Design Group developed a custom icon and logo type to convey the unique and ethereal qualities of Madonna's show—described by Chase as "a multilayered musical and spiritual journey through diverse worlds"—as well as to address some of her personal interests. "Madonna is a student of the kabala, and she requested that we include references to that body of knowledge," comments Chase.
Chase's design references and incorporates both Arabic and Hebrew letterforms. In addition, the design references the mystical connections between religions and the idea of an intellectual as well as a physical journey. The design pictured was one of many logo designs that Chase proposed, but not the one that Madonna ultimately chose. "This one was my favorite because it referred to more specific aspects of her show and because I had the chance to create the new letterforms."