Careful regard for the proper treatment of JMU’s logos and marks is vital in promoting and protecting the university's brand identity. Because graphic components that appear in published communications influence people’s perceptions of JMU, university logos and marks have specific standards that must be followed.

Communications standards
All JMU published communications and presentations shall display the James Madison logo, the James Madison logo secondary mark or the James Madison wordmark.

Need help?
If you have questions about usage, please contact Carolyn Windmiller, Madison Identity Design Manager, at (540) 568-3913 or windmicm@jmu.edu.

James Madison logo
logo

The James Madison logo symbolizes the university's link to James Madison, Father of the Constitution and fourth president of the United States. JMU is the only university named for President Madison.

clear space

don't

The James Madison logo must be displayed according to these standards.

  • The James Madison logo shall be legible.
  • The logo is federally registered and must be displayed with the standard registration mark "®."
  • The logo shall not be used as a background image or watermark.
  • The logo is surrounded by a "clear area" the width of the "N" in Madison. No words or graphic elements should ever overlap, touch or appear behind it.
  • The logo shall be used in its entirety. No part of the logo, such as Madison’s image, shall be used separately.
  • The logo shall appear proportionately and in its entirety. No part of the logo may be altered, skewed or stretched.
  • When the logo appears on a solid dark background, the white logo version must be used. 
James Madison wordmark

JMU Wordmark

The James Madison University wordmark is a one-line typographic treatment taken from the James Madison logo. The wordmark is a vector graphic created from the logo font with specific ligatures and letter kerning that may not be reproduced using a font. Always use university brand colors or black and white for the wordmark.

The James Madison University wordmark must be displayed according to these standards.

  • The James Madison University wordmark shall be legible.
  • The James Madison University wordmark typeface and proportions shall not be altered.
  • The name "James Madison University" is a federally registered trademark and always shall be accompanied by "®" except when it is used in body text.
James Madison logo secondary mark
secondary secondary

The James Madison logo secondary mark is used to display a JMU office or department name with the James Madison logo. If your office or department needs a James Madison logo secondary mark, contact Carolyn Windmiller at windmicm@jmu.edu or (540) 568–3913.

University unit logos

CISE
Hart School

SSC

When a college or campus area specifically requires the creation of a unit logo besides a James Madison logo secondary mark, the unit logo must adhere to the following standards.

  • Unit logos must be created by either a university staff designer or a Graphic Design Services contract vendor.
  • Unit logos shall include the James Madison University wordmark which is federally registered and must be displayed with the standard registration mark “®.”
  • Unit logos must be approved by the Office of Communications and Marketing to conform to university brand standards
James Madison University seal
seal

The JMU seal represents the original coat of arms of President James Madison’s family. “James Madison University” encircles the top of the seal and the founding date of “1908” is at the bottom. The center of the seal has a coat of arms with ornate mantling and a closed knight’s helmet that’s crested by a torch. Below it is a shield containing axes and starred chevrons. The inscription Knowledge Is Liberty, an expression that represents the sentiment of many of James Madison's writings, completes the coat of arms.

The James Madison seal must be displayed according to these standards.

  • The James Madison University seal shall be legible.
  • The James Madison University seal is not a logo and shall not be used as such.
  • The James Madison University seal is a registered trademark and always shall be accompanied by “TM.”
  • The James Madison University seal is surrounded by a “clear area.” No words or graphic elements shall ever overprint, touch or appear behind it.
  • The James Madison University seal shall be used in its entirety. No part of the seal, such as the crest, shall be used separately.
  • The James Madison University seal shall not be used as a background image.
  • The James Madison University seal typeface, proportions and placement of elements shall not be altered.
James Madison University theme

btc

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.
Web logo guidelines

The logo and wordmark must follow all logo guidelines and 

  • The logo should never be less than 18px in height for legiblity
  • The wordmark should never be less than 18px in height for legiblity
  • The logo or wordmark files must use RGB colors
Email logo guidelines

wordmark

Emails should use the wordmark; do not use the JMU logo in emails. There should be no more than one use of the wordmark in an email. Follow the wordmark standards in the Style Guide.

If you are using a department, college, or office mark:

  • Use a mark that uses JMU brand colors.
  • Do not use a graphic that is blurry or pixelated.
  • Do not use a James Madison University secondary mark. (The text is too small for legibility in an email.)
  • Do not use a version of a mark that includes the JMU wordmark. 
  • Any text in the mark must be legible.

Back to Top