Cover Photo Image
James Madison University theme


The university theme, “Be the Change,” embodies this concept: Madison professors, students, alumni and donors have been changing the world since the university’s founding in 1908. Through the years, in so many ways, on and off campus, Madison’s people have embraced the idea of change—finding their own ways to make a difference in the world.

The university theme must be displayed with visual integrity according to the following standards.

  • The James Madison University theme shall be legible.
  • The James Madison University theme always shall appear in a consistent manner.
  • The James Madison University theme's typeface and proportions shall not be altered.
JMU Brand Colors: print guidelines

JMU purple and gold are our brand colors.

JMU Purple 


Pantone 2685
Metallic: Pantone 8802 C

C: 92 M:98 Y:0 K:0

Use solid purple for small emphasis areas (headers, behind white wordmark) and avoid lavender tints.

JMU Gold


Pantone 4515
Metallic: Pantone 871 C

C: 0 M:9 Y:50 K:24

Use gold, gold tints or white for large main areas such as behind text.

JMU Brand Colors: web guidelines


Dark Purple #450084
R: 69 G: 0 B: 132
for titles, background color, linked text, buttons

Purple #B599CE
R: 181 G: 123 B206
use for icons, graphic elements

Light Purple #DACCE6
R218 G204 B230
use for graphic elements, background color


Dark Gold #AD9C65
R173 G156 B101
use for titles and graphic elements

Gold #CBB677
R203 G182 B119
graphic elements

Light Gold #F4EFE1
R244 G239 B225
background color


Slate #333333
R51 G51 B51

Dark Gray #595959
R89 G89 B89

Gray #B2B2B2
R178 G178 B178

Light Gray #D6D6D6
R214 G214 B214

Colors and tints

Color conversion
2685CP to CMYK: 90, 99, 0, 8 
2685C to CMYK: 96, 100, 0, 10

Brand typography

Madison brand typography includes preferred font families. The serif font Adobe Garamond is for body text and the sans serif font Adobe District is for headlines, sidebars and captions. The slab serif font Adobe Stymie is also appropriate as an alternate headline font, and Adobe Franklin Gothic may be used as accent font.

Stymie BT


Adobe District

Adobe District

Adobe Garamond

Donor Relations typography

Script and san serif are paired to create contrast; different weights create an easily distinguished hierarchy for the reader to easily follow. Chosen typefaces should be sophisticated, elegant to match the occasion. 

Futura family is used in different weights — create a light feminine weight and a bold masculine weight.

Donor Relations and BTC Calendar — use Futura and Bickham Script

Bickham Script:


Donor Relations photography

Photography is not heavily used.

Candids and portraits are used when appropriate. For example, the Be the Change calendar uses portraits: images that capture the person and/or their story.



Gradient: JMU gold

Effects: light, shallow drop shadows; emboss — used in BTC calendar


Textures & graphic devices


Pattern: Montpelier’s front door venetian sidelights. The pattern is used at different sizes and negative-positive space is reversed to create interest.

Texture: paper textures, and other textures as appropriate, may be used for layouts and invitations.

Design examples

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