Inspira Performing Arts & Cultural Center
Logo & identity system
Agency
3rdEdge Communications
Recognition
Certificate of Excellence, American Graphic Design Awards
Logo Design 2, Taschen Books
The Client
InSpira Performing Arts & Cultural Center, founded in 2002 by Kristine Smith, is a vibrant dance and music school with locations in Newark and Highland Park, NJ. Offering classes in ballet, jazz, hip-hop, contemporary dance, and music, InSpira fosters creativity, confidence, and community for all ages, with a mission to inspire personal growth, connection, and joy through the performing arts.
The Ask
InSpira Performing Arts & Cultural Center sought a rebrand that captured their core values of creativity, community, and vibrant self-expression. We developed a new logo that channels the energy and movement of dance, supported by a lively visual language reflecting the diverse, welcoming community they aim to foster. The result is a simple yet bold identity that brings their mission and spirit to life.
Heavily inspired by the organic rhythm of dance, we designed a mark that captures the feeling and energy of movement. Paired with a layered, multicolored watercolor texture, the identity reflects the creativity, inclusivity, and vibrant community that InSpira fosters every day.
We developed a bold, expressive visual system designed for maximum flexibility across applications. Each element—color, typography, and imagery—was crafted to convey a sense of motion and creativity. Every touchpoint was intentionally designed to radiate energy, ensuring that the viewer feels the vibrancy, warmth, and community-driven spirit that defines InSpira.
