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The James Madison University Identity System is a resource for campus communicators and publishers of all media. Downloads and guides included here will help you to publicly represent the university with its official marks and standards.

For background on the Madison Identity System, please refer to JMU Policy 1502. Any further questions can be directed to the office of University Communications and Marketing at (540) 568–3712.

JMU's vision, mission, & values


We are a community committed to preparing students to be educated and enlightened citizens who lead productive and meaningful lives.


To be the national model for the engaged university: engaged with ideas and the world.


Academic Quality, Community, Diversity, Excellence, Integrity and Student Focus

Brand Points
  • People and relationships
  • Helping students lead productive and meaningful lives
  • Diversity and access
  • Emphasis on teaching
  • Close faculty-student relationships
  • Engaged learning (undergrad research, internships, study abroad, etc.)
  • Community engagement or community service
  • Civic engagement
  • Entrepreneurship
  • Ethics and responsibility
  • Sustainability and environmental stewardship 

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