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The Wharton Center at Michigan State University is a performing arts center that impacts the lives of more than 30,000 young people annually. The direction for the visual identity reflects the brand’s mission to inspire the mind and move the soul. The logo design highlights the art in performing arts by literally putting it front and center while the type echoes the variety and dimensionality of Wharton’s offerings. Representational shapes embody the uplifting and empowering nature of performance itself, always alive and moving, forever evolving through theater, music, dance and spoken word.