MIZZOU // THE PURSUIT OF WHY

The College of Arts and Science at the University of Missouri is a paradox in the best way possible. The largest academic department on campus, yet impossible to pin down. A home for both musicians and mathematicians, sculptors and scientists. It covers everything, yet its core philosophy is startlingly singular: teach students how to think, not what to think.

When the university’s leadership came to us, they wanted a rallying cry — something distinct yet seamlessly woven into the fabric of Mizzou. The twist? The answer couldn’t live in visuals. No logos. No flashy design solutions. Just language. Just meaning.

So we did what artists and scientists do best: we questioned everything. We stripped it all down to the essence and found the words that had been waiting to be spoken.

The Pursuit of Why.

A mission, a mantra, a mindset. A declaration that curiosity isn’t just encouraged — it’s required.