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To quote university marketing
expert Bob Sevier, "The basic strategy is this: one university, one
look."
Achieving that goal is what this
guide to the JMU Identity System is all about. Why? There are
several reasons. First, it is confusing to our students, alumni and
anyone else who cares about James Madison University to have more
than one look. Second, units on campus become separated by their
dissimilar identities. And third, we squander possible economies of
scale. Money is so precious on this campus, why would we want to
slowly fritter it away on various identities heading off into every
direction?
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The JMU Identity System was
created so that the JMU identity is singular yet flexible enough to
suit everyone on campus. It's just like Sevier says, "When I watch
the Chicago Cubs play baseball, I am aware that every player (even
the coaches) is wearing the same uniform. I am also aware that each
player has his own name on the back of his jersey. This bit of
individuality is important, but it is carefully managed within the
larger identity established by the Cubs ... Individuals working
together, but one team."
That's the only way the
university will reach its goal of attaining national recognition.
And that's why JMU Policy
1502 requires anyone developing or preparing communications for
JMU to do so in compliance with the JMU Identity System.
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