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JAMES MADISON UNIVERSITY DUKES Official Athletics Identity - Usage and Style Guide V1.0
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JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

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Page 1: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

JAMES MADISON UNIVERSITY DUKES O�cial Athletics Identity - Usage and Style Guide

V1.0

Page 2: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Introduction 3

Color Information 4-5

Primary Athletics Logo 6-7

Secondary Logo - Dog Head 8-9

Secondary Logo - Duke Dog 10-11

Tertiary Logo 12-13

Word Mark - Stacked James Madison 14-15

Word Mark - James Madison 16-17

Word Mark - Dukes 18-19

Sport Specific - Primary Logo 20-31

Sport Specific - James Madison 32-44

Sport Specific - Dukes 45-57

Uniform Numbers 58-59

Typography 60

Common Misuse 61-62

Contact Information 63

TABLE OF CONTENTS

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 2

Page 3: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

The James Madison University Athletics brand identity is comprised of a system of closely related marks including a primary logo,

secondary logos, word marks and sport specific marks. This guide details the usage of all components within the identity system.

This guide is intended as a resource for both internal departments as well as external vendors who apply the athletics identity. It was

created to help ensure consistent use of all logos across a wide variety of applications. The following pages should be considered

o�cial policy of James Madison University related to all use and reproduction of its athletics identity.

All logos included within this guide are property of James Madison University. Any use without consent is strictly prohibited. These

marks are controlled by the Collegiate Licensing Company, and all vendor inquiries can be directed to CLC.

For naming purposes, first preference for all references to the athletics program is “James Madison” or “JMU.” The program’s sports

teams are identified as the “Dukes” and should never be listed as the “Lady Dukes” or “Duke Dogs,” the latter being the institution’s

mascot but not its teams’ nickname.

For additional information please visit jmusports.com/identity or for further clarification regarding anything in this guide, please contact:

James Madison University Athletics

Kevin Warner

Assistant A.D. for Communications

380 University Blvd, MSC 0404

Harrisonburg, VA 22807

540-568-4263

[email protected]

jmusports.com

INTRODUCTION

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 3

Page 4: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

The colors of the James Madison Athletics identity are purple, gold and white. The secondary Duke Dog logo also incorporates gray and a

small amount of red in the tongue. Color specifications are detailed below.

NOTE: Due to the inconsistent calibration of screens and desktop printers,

always refer to the Pantone® specifications for accurate color reproduction.

Pantone 2685 C: 92 M: 98 Y: 0 K : 0

R: 69 G: 0 B: 132

Madiera: 1322

HTML: 450084

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

R: 173 G: 156 B: 101

Madiera: 1273

HTML: B3A369

Pantone 4515

COLOR INFORMATION

Pantone Cool Gray 5 C: 13 M: 9 Y: 10 K : 27

R: 177 G: 179 B: 179

Madiera: 1011

HTML: B1B3B3

C: 0 M: 95 Y: 100 K : 0

R: 218 G: 41 B: 28

Madiera: 1146

HTML: DA291C

Pantone 485

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 4

Page 5: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

The primary colors of the James Madison Athletics identity are purple, gold and white. These colors should always be the first choice for

uniform, merchandise and on-field applications. Secondary colors include black and gray and may be used as an alternate base color for

uniforms and warm-ups according to departmental uniform policies.

NOTE: Due to the inconsistent calibration of screens and desktop printers,

always refer to the Pantone® specifications for accurate color reproduction.

COLOR INFORMATION

Pantone 2685 Pantone 4515

Pantone Cool Gray 5

Pri

mar

y C

olor

sS

econ

dary

Col

ors

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 5

Page 6: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

PRIMARY ATHLETICS LOGO Full Color

There are two approved versions of the full color

primary JMU logo, one for white, purple and

black backgrounds, where the Circle R is gold

and another for gray or gold backgrounds,

where the Circle R is purple. Be sure to choose

the correct version for the appropriate

background.

NOTE: The full color primary JMU logo always

travels with a gold outline. When applied to gold

backgrounds this outline is allowed to blend into

the background.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 6

Page 7: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

One ColorPRIMARY ATHLETICS LOGO

One color variations should only be applied in

the primary identity colors of white, purple or

gold, as shown here.

NOTE: One color versions have been specifically

created for use in one color applications. These

are not recolored versions of the full color

marks and should be treated as unique pieces

of art. Do not recolor full color variants for use

as one color marks.

NOTE: There is no two color version of the JMU

Athletics identity. Do not alter or cut out the one

color logo to create a two color mark.

Note: Low contrast color combinations (purple

on black, gold on white, gold on gray) should be

used with caution and must be approved prior

to use.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 7

Page 8: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Full ColorSECONDARY LOGODOG HEAD

There are two approved versions of the Duke

Dog head, one for white, purple and black

backgrounds, where the Circle R is gold and

another for gray or gold backgrounds, where the

Circle R is purple. Be sure to choose the correct

version for the appropriate background.

NOTE: Like the Primary logo, the full color Duke

Dog head logo also travels with a gold outline.

When applied to gold backgrounds this outline

is allowed to blend into the background.

NOTE: It is acceptable to apply the Duke Dog

head logo facing to the right in certain and

select applications. Any right facing use must

be approved prior to application.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 8

Page 9: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

One Color

One color variations should only be applied in

the primary identity colors of white, purple or

gold, as shown here.

NOTE: One color versions have been specifically

created for use in one color applications. These

are not recolored versions of the full color

marks and should be treated as unique pieces

of art. Do not recolor full color variants for use

as one color marks.

NOTE: There is no two color version of the JMU

Athletics identity. Do not alter or cut out the one

color logo to create a two color mark.

Note: Low contrast color combinations (purple

on black, gold on white, gold on gray) should be

used with caution and must be approved prior

to use.

NOTE: It is acceptable to apply the Duke Dog

head logo facing to the right in certain and

select applications. Any right facing use must

be approved prior to application.

SECONDARY LOGODOG HEAD

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 9

Page 10: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Full Color

There are two approved versions of the Duke

Dog logo, one for white, purple and black

backgrounds, where the Circle R is gold and

another for gray or gold backgrounds, where the

Circle R is purple. Be sure to choose the correct

version for the appropriate background.

NOTE: Like the full color primary JMU logo, the

full color Duke Dog logo also travels with a gold

outline. When applied to gold backgrounds this

outline is allowed to blend into the background.

SECONDARY LOGODUKE DOG

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 10

Page 11: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

One Color

One color variations should only be applied in

the primary identity colors of white, purple or

gold, as shown here.

NOTE: One color versions have been specifically

created for use in one color applications. These

are not recolored versions of the full color

marks and should be treated as unique pieces

of art. Do not recolor full color variants for use

as one color marks.

NOTE: There is no two color version of the JMU

Athletics identity. Do not alter or cut out the one

color logo to create a two color mark.

Note: Low contrast color combinations (purple

on black, gold on white, gold on gray) should be

used with caution and must be approved prior

to use.

SECONDARY LOGODUKE DOG

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 11

Page 12: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Full ColorTERTIARY LOGO - STACKED

There are two approved versions of the Duke

Dog over JMU logo, one for white, purple and

black backgrounds, where the Circle R is gold

and another for gray or gold backgrounds,

where the Circle R is purple. Be sure to choose

the correct version for the appropriate

background.

NOTE: Like the full color primary JMU logo, the

full color Duke Dog over JMU logo also travels

with a gold outline. When applied to gold

backgrounds this outline is allowed to blend into

the background.

NOTE: This logo is primarily a merchandising

mark and not intended for internal athletics use

in highly visible applications. This mark should

not be used on uniforms, sideline apparel or

other on-field applications.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 112

Page 13: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

One ColorTERTIARY LOGO - STACKED

One color variations should only be applied in

the primary identity colors of white, purple or

gold, as shown here.

NOTE: This logo is primarily a merchandising

mark and not intended for internal athletics use

in highly visible applications. This mark should

not be used on uniforms, sideline apparel or

other on-field applications.

NOTE: One color versions have been specifically

created for use in one color applications. These

are not recolored versions of the full color

marks and should be treated as unique pieces

of art. Do not recolor full color variants for use

as one color marks.

NOTE: There is no two color version of the JMU

Athletics identity. Do not alter or cut out the one

color logo to create a two color mark.

Note: Low contrast color combinations (purple

on black, gold on white, gold on gray) should be

used with caution and must be approved prior

to use.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 13

Page 14: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Full ColorWORD MARKS

STACKED JAMES MADISON

NOTE: All two color word marks are only

approved for use on white, purple, black or gray

backgrounds. If you wish to apply any word

marks to gold backgrounds, please use the one

color version shown on page 15.

NOTE: if word marks are applied to dark gray

backgrounds, please use the black background

option shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 14

Page 15: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

One ColorWORD MARKS

STACKED JAMES MADISON

One color variations should only be applied in

the primary identity colors of white, purple or

gold, as shown here.

Note: Low contrast color combinations (purple

on black, gold on white, gold on gray) should be

used with caution and must be approved prior

to use.

NOTE: if word marks are applied to dark gray

backgrounds, please use the black background

options shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 15

Page 16: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Full ColorWORD MARKS

JAMES MADISON

NOTE: All two color word marks are only

approved for use on white, purple, black or gray

backgrounds. If you wish to apply any word

marks to gold backgrounds, please use the one

color version shown on page 17.

NOTE: if word marks are applied to dark gray

backgrounds, please use the black background

option shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 16

Page 17: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

One ColorWORD MARKS

JAMES MADISON

One color variations should only be applied in

the primary identity colors of white, purple or

gold, as shown here.

Note: Low contrast color combinations (purple

on black, gold on white, gold on gray) should be

used with caution and must be approved prior

to use.

NOTE: if word marks are applied to dark gray

backgrounds, please use the black background

options shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 17

Page 18: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Full ColorWORD MARKS

DUKES

NOTE: All two color word marks are only

approved for use on white, purple, black or gray

backgrounds. If you wish to apply any word

marks to gold backgrounds, please use the one

color version shown on page 19.

NOTE: if word marks are applied to dark gray

backgrounds, please use the black background

option shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 18

Page 19: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

One ColorWORD MARKS

DUKES

One color variations should only be applied in

the primary identity colors of white, purple or

gold, as shown here.

Note: Low contrast color combinations (purple

on black, gold on white, gold on gray) should be

used with caution and must be approved prior

to use.

NOTE: if word marks are applied to dark gray

backgrounds, please use the black background

options shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 19

Page 20: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

SPORT SPECIFIC Full Color - White Backgrounds

PRIMARY LOGO

Sport specific logos are only intended to be

used by JMU’s varsity sport programs and

related athletics o�ces, not by o�cial or

uno�cial o�ces or programs at the university

outside of athletics.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 20

Page 21: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Sport specific logos are only intended to be

used by JMU’s varsity sport programs and

related athletics o�ces, not by o�cial or

uno�cial o�ces or programs at the university

outside of athletics.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

SPORT SPECIFIC Full Color - Purple Backgrounds

PRIMARY LOGO

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 21

Page 22: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Sport specific logos are only intended to be

used by JMU’s varsity sport programs and

related athletics o�ces, not by o�cial or

uno�cial o�ces or programs at the university

outside of athletics.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

SPORT SPECIFIC Full Color - Gold Backgrounds

PRIMARY LOGO

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 22

Page 23: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Sport specific logos are only intended to be

used by JMU’s varsity sport programs and

related athletics o�ces, not by o�cial or

uno�cial o�ces or programs at the university

outside of athletics.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

NOTE: if sport specific marks are applied to

dark gray backgrounds, please use the black

background option shown here.

SPORT SPECIFIC Full Color - Black Backgrounds

PRIMARY LOGO

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 23

Page 24: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

Sport specific logos are only intended to be

used by JMU’s varsity sport programs and

related athletics o�ces, not by o�cial or

uno�cial o�ces or programs at the university

outside of athletics.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

SPORT SPECIFIC Full Color - Gray Backgrounds

PRIMARY LOGO

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 24

Page 25: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

NOTE: On white backgrounds, one color logos

may only appear in purple. See pages 26-31 for

one color options on purple, gold, black, and

gray backgrounds.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

Note: Low contrast color combinations (purple

on black, gold on white, gold on gray) should be

used with caution and must be approved prior

to use.

SPORT SPECIFIC One Color - White Backgrounds

PRIMARY LOGO

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 25

Page 26: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Purple Backgrounds

PRIMARY LOGO

NOTE: On purple backgrounds, one color logos

may appear in white or gold. See pages 25 and

28-31 for one color options on white, gold,

black, and gray backgrounds.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 26

Page 27: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Purple Backgrounds

PRIMARY LOGO

NOTE: On purple backgrounds, one color logos

may appear in white or gold. See pages 25 and

28-31 for one color options on white, gold,

black, and gray backgrounds.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 27

Page 28: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

NOTE: On gold backgrounds, one color logos

may only appear in purple. See pages 25-27 and

29-31 for one color options on white, purple,

black, and gray backgrounds.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

SPORT SPECIFIC One Color - Gold Backgrounds

PRIMARY LOGO

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 28

Page 29: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Black Backgrounds

PRIMARY LOGO

NOTE: On black backgrounds, one color logos

may appear in white or gold. See pages 25-28

and 31 for one color options on white, purple,

gold, and gray backgrounds.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

if sport specific marks are applied to dark gray

backgrounds, please use the black background

option shown here or on page 30.

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 29

Page 30: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Black Backgrounds

PRIMARY LOGO

NOTE: On black backgrounds, one color logos

may appear in white or gold. See pages 25-28

and 31 for one color options on white, purple,

gold, and gray backgrounds.

NOTE: The wording and placement of the

sport/department/unit name must not be

altered or modified.

if sport specific marks are applied to dark gray

backgrounds, please use the black background

option shown here or on page 29.

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 30

Page 31: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

NOTE: On gray backgrounds, one color logos

may only appear in purple. See pages 26-30 for

one color options on white, purple, gold, and

black backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

SPORT SPECIFIC One Color - Gray Backgrounds

PRIMARY JMU

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

V O L L E Y B A L L

AT H L E T I C S

B A S E B A L L B A S K E T B A L L C R O S S C O U N T RY C H E E R L E A D I N G F I E L D H O C K E Y

F O O T B A L L G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 31

Page 32: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

There are two options for JAMES MADISON

sport specific logos. Option A is shown here and

includes a gold outline around the words JAMES

MADISON. A version without the gold outline is

available and shown on pages 35-37.

NOTE: All two color sport specific marks are

only approved for use on white, purple or black

backgrounds. If you wish to apply these marks

to gold or gray backgrounds, please use the one

color version shown on pages 41 and 44.

NOTE: The wording and placement of the sport

name must not be altered or modified.

SPORT SPECIFIC Two Color - White Backgrounds

JAMES MADISON WordmarkOption A

V O L L E Y B A L L

C H E E R L E A D I N GAT H L E T I C S B A S E B A L L B A S K E T B A L L

C R O S S C O U N T RY

T R A C K & F I E L D

D U K E S

T R A C K & F I E L DC R O S S C O U N T RY

F I E L D H O C K E Y F O O T B A L L

G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 132

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V O L L E Y B A L L

C H E E R L E A D I N GAT H L E T I C S B A S E B A L L B A S K E T B A L L

C R O S S C O U N T R Y F I E L D H O C K E Y F O O T B A L L

G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S T R A C K & F I E L D

D U K E S

T R A C K & F I E L DC R O S S C O U N T RY

There are two options for JAMES MADISON

sport specific logos. Option A is shown here and

includes a gold outline around the words JAMES

MADISON. A version without the gold outline is

available and shown on pages 35-37.

NOTE: All two color sport specific marks are

only approved for use on white, purple or black

backgrounds. If you wish to apply these marks

to gold or gray backgrounds, please use the one

color version shown on pages 41 and 44.

NOTE: The wording and placement of the sport

name must not be altered or modified.

SPORT SPECIFIC Two Color - Purple Backgrounds

JAMES MADISON WordmarkOption A

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 33

Page 34: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

There are two options for JAMES MADISON

sport specific logos. Option A is shown here and

includes a gold outline around the words JAMES

MADISON. A version without the gold outline is

available and shown on pages 35-37.

NOTE: All two color sport specific marks are

only approved for use on white, purple or black

backgrounds. If you wish to apply these marks

to gold or gray backgrounds, please use the one

color version shown on pages 41 and 44.

NOTE: The wording and placement of the sport

name must not be altered or modified.

NOTE: if sport specific marks are applied to

dark gray backgrounds, please use the black

background option shown here.

SPORT SPECIFIC Two Color - Black Backgrounds

JAMES MADISON WordmarkOption A

V O L L E Y B A L L

C H E E R L E A D I N GAT H L E T I C S B A S E B A L L B A S K E T B A L L

C R O S S C O U N T R Y F I E L D H O C K E Y F O O T B A L L

G O L F L A C R O S S E S O C C E R S O F T B A L L

S W I M M I N G& D I V I N G

T E N N I S T R A C K & F I E L D

D U K E S

T R A C K & F I E L DC R O S S C O U N T RY

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 34

Page 35: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

There are two options for JAMES MADISON

sport specific logos. Option B is shown here

and does not include a gold outline around

the words JAMES MADISON. A version with

the gold outline is available and shown on

pages 46-48.

NOTE: All two color sport specific marks are

only approved for use on white, purple or black

backgrounds. If you wish to apply these marks

to gold or gray backgrounds, please use the one

color version shown on pages 41 and 44.

NOTE: The wording and placement of the sport

name must not be altered or modified.

SPORT SPECIFIC Two Color - White Backgrounds

JAMES MADISON WordmarkOption B

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 35

Page 36: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

There are two options for JAMES MADISON

sport specific logos. Option B is shown here

and does not include a gold outline around

the words JAMES MADISON. A version with

the gold outline is available and shown on

pages 46-48.

NOTE: All two color sport specific marks are

only approved for use on white, purple or black

backgrounds. If you wish to apply these marks

to gold or gray backgrounds, please use the one

color version shown on pages 41 and 44.

NOTE: The wording and placement of the sport

name must not be altered or modified.

SPORT SPECIFIC Two Color - Purple Backgrounds

JAMES MADISON WordmarkOption B

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 36

Page 37: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

There are two options for JAMES MADISON

sport specific logos. Option B is shown here

and does not include a gold outline around

the words JAMES MADISON. A version with

the gold outline is available and shown on

pages 46-48.

NOTE: All two color sport specific marks are

only approved for use on white, purple or black

backgrounds. If you wish to apply these marks

to gold or gray backgrounds, please use the one

color version shown on pages 41 and 44.

NOTE: The wording and placement of the sport

name must not be altered or modified.

NOTE: if sport specific marks are applied to

dark gray backgrounds, please use the black

background option shown here.

SPORT SPECIFIC Two Color - Black Backgrounds

JAMES MADISON WordmarkOption B

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 37

Page 38: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - White Backgrounds

JAMES MADISON Wordmark

NOTE: On white backgrounds, one color logos

may only appear in purple. See pages 37-44 for

one color options on purple, gold, black, and

gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 38

Page 39: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Purple Backgrounds

JAMES MADISON Wordmark

NOTE: On purple backgrounds, one color logos

may appear in white or gold. See pages 38 and

41-44 for one color options on white, gold,

black, and gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 39

Page 40: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Purple Backgrounds

JAMES MADISON Wordmark

NOTE: On purple backgrounds, one color logos

may appear in white or gold. See pages 38 and

41-44 for one color options on white, gold,

black, and gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 40

Page 41: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Gold Backgrounds

JAMES MADISON Wordmark

NOTE: On gold backgrounds, one color logos

may only appear in purple. See pages 38-40

and 42-44 for one color options on white,

purple, black, and gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 41

Page 42: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Black Backgrounds

JAMES MADISON Wordmark

NOTE: On black backgrounds, one color logos

may appear in white or gold. See pages 38-41

and 44 for one color options on white, purple,

gold, and gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

NOTE: if sport specific marks are applied to

dark gray backgrounds, please use the black

background option shown here or on page 43.

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 42

Page 43: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Black Backgrounds

JAMES MADISON Wordmark

NOTE: On black backgrounds, one color logos

may appear in white or gold. See pages 38-41

and 44 for one color options on white, purple,

gold, and gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

NOTE: if sport specific marks are applied to

dark gray backgrounds, please use the black

background option shown here or on page 42.

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 43

Page 44: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Gray Backgrounds

JAMES MADISON Wordmark

NOTE: On black backgrounds, one color logos

may appear in white or gold. See pages 38-43

for one color options on white, purple, gold, and

black backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

V O L L E Y B A L L

C H E E R L E A D I N G

T R A C K & F I E L DC R O S S C O U N T R Y

T R A C K & F I E L D

D U K E S

T E N N I SS W I M M I N G& D I V I N G

S O F T B A L LS O C C E RL A C R O S S EG O L F

F O O T B A L LF I E L D H O C K E YC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L LAT H L E T I C S

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 44

Page 45: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

V O L L E Y B A L L

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L C R O S S C O U N T RY

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G & D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

There are two options for DUKES sport specific

logos. Option A is shown here and includes a

gold outline around the word DUKES. A version

without the gold outline is available and shown

on pages 48-50.

NOTE: All two color sport specific marks are

only approved for use on white, purple, and

black backgrounds. If you wish to apply any

word marks to gold or gray backgrounds, please

use the one color version shown on pages 54

and 57.

NOTE: The wording and placement of the sport

name must not be altered or modified.

SPORT SPECIFIC Two Color - White Backgrounds

DUKES Wordmark - Option A

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 45

Page 46: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

V O L L E Y B A L L

C H E E R L E A D I N G C R O S S C O U N T RY

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L L

SPORT SPECIFIC Two Color - Purple Backgrounds

DUKES Wordmark - Option A

There are two options for DUKES sport specific

logos. Option A is shown here and includes a

gold outline around the word DUKES. A version

without the gold outline is available and shown

on pages 48-50.

NOTE: All two color sport specific marks are

only approved for use on white, purple, and

black backgrounds. If you wish to apply any

word marks to gold or gray backgrounds, please

use the one color version shown on pages 54

and 57.

NOTE: The wording and placement of the sport

name must not be altered or modified.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 46

Page 47: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

V O L L E Y B A L L

C H E E R L E A D I N G C R O S S C O U N T RY

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T RY

B A S K E T B A L LB A S E B A L L

SPORT SPECIFIC Two Color - Black Backgrounds

DUKES Wordmark - Option A

There are two options for DUKES sport specific

logos. Option A is shown here and includes a

gold outline around the word DUKES. A version

without the gold outline is available and shown

on pages 48-50.

NOTE: All two color sport specific marks are

only approved for use on white, purple, and

black backgrounds. If you wish to apply any

word marks to gold or gray backgrounds, please

use the one color version shown on pages 54

and 57.

NOTE: The wording and placement of the sport

name must not be altered or modified.

NOTE: if sport specific marks are applied to

dark gray backgrounds, please use the black

background option shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 47

Page 48: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

V O L L E Y B A L L

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

SPORT SPECIFIC Two Color - White Backgrounds

DUKES Wordmark - Option B

There are two options for DUKES sport specific

logos. Option B is shown here and does not

include a gold outline around the word DUKES. A

version with the gold outline is available and

shown on pages 45-47.

NOTE: All two color sport specific marks are

only approved for use on white, purple, and

black backgrounds. If you wish to apply any

word marks to gold or gray backgrounds, please

use the one color version shown on pages 54

and 57.

NOTE: The wording and placement of the sport

name must not be altered or modified.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 48

Page 49: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

V O L L E Y B A L L

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

SPORT SPECIFIC Two Color - Purple Backgrounds

DUKES Wordmark - Option B

There are two options for DUKES sport specific

logos. Option B is shown here and includes a

gold outline around the word DUKES. A version

without the gold outline is available and shown

on pages 45-47.

NOTE: All two color sport specific marks are

only approved for use on white, purple, and

black backgrounds. If you wish to apply any

word marks to gold or gray backgrounds, please

use the one color version shown on pages 54

and 57.

NOTE: The wording and placement of the sport

name must not be altered or modified.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 49

Page 50: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

V O L L E Y B A L L

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

SPORT SPECIFIC Two Color - Black Backgrounds

DUKES Wordmark - Option B

There are two options for DUKES sport specific

logos. Option B is shown here and includes a

gold outline around the word DUKES. A version

without the gold outline is available and shown

on pages 45-47.

NOTE: All two color sport specific marks are

only approved for use on white, purple, and

black backgrounds. If you wish to apply any

word marks to gold or gray backgrounds, please

use the one color version shown on pages 54

and 57.

NOTE: The wording and placement of the sport

name must not be altered or modified.

NOTE: if sport specific marks are applied to

dark gray backgrounds, please use the black

background option shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 50

Page 51: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - White Backgrounds

DUKES Wordmark

V O L L E Y B A L L

C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

NOTE: On white backgrounds, one color logos

may only appear in purple or. See pages 52-57

for one color options on purple, black, gold and

gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 51

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SPORT SPECIFIC One Color - Purple Backgrounds

DUKES Wordmark

V O L L E Y B A L L

C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

NOTE: On purple backgrounds, one color logos

may appear in white or gold. See pages 51 and

54-57 for one color options on white, black, and

gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L

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SPORT SPECIFIC One Color - Purple Backgrounds

DUKES Wordmark

V O L L E Y B A L L

C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

NOTE: On purple backgrounds, one color logos

may appear in white or gold. See pages 51 and

54-57 for one color options on white, black, and

gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 53

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SPORT SPECIFIC One Color - Gold Backgrounds

DUKES Wordmark

V O L L E Y B A L L

C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

NOTE: On gold backgrounds, one color logos

may only appear in purple. See pages 51-53 and

55-57 for one color options on white, black

purple, and gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 54

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SPORT SPECIFIC One Color - Black Backgrounds

DUKES Wordmark

V O L L E Y B A L L

C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

NOTE: On black backgrounds, one color logos

may appear in white or gold. See pages 51-54

and 57 for one color options on white, purple,

gold, and gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

NOTE: if sport specific marks are applied to

dark gray backgrounds, please use the black

background option shown here or on page 56.

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 55

Page 56: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Black Backgrounds

DUKES Wordmark

V O L L E Y B A L L

C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

NOTE: On black backgrounds, one color logos

may appear in white or gold. See pages 51-54

and 57 for one color options on white, purple,

gold, and gray backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

NOTE: if sport specific marks are applied to

dark gray backgrounds, please use the black

background option shown here or on page 55.

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 56

Page 57: JAMES MADISON UNIVERSITY DUKES O˜cial Athletics Identity ... · the primary identity colors of white, purple or gold, as shown here. Note: Low contrast color combinations (purple

SPORT SPECIFIC One Color - Gray Backgrounds

DUKES Wordmark

V O L L E Y B A L L

C H E E R L E A D I N GB A S E B A L L B A S K E T B A L L C R O S S C O U N T R Y

F I E L D H O C K E Y F O O T B A L L G O L F L A C R O S S E

S O C C E R S O F T B A L L S W I M M I N G& D I V I N G

T E N N I S

T R A C K & F I E L D T R A C K & F I E L DC R O S S C O U N T R Y

NOTE: On gray backgrounds, one color logos

may only appear in purple. See pages 51-56 for

one color options on white, purple, gold, and

black backgrounds.

NOTE: The wording and placement of the sport

name must not be altered or modified.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 57

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Two ColorNUMBERS

Custom numbers have been designed for all

sports two color variants are shown here. One

color options are shown on page 60.

NOTE: if numbers are applied to dark gray

backgrounds, please use the black background

options shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 58

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One ColorNUMBERS

Custom numbers have been designed for all

sports one color variants are shown here. Two

color options are shown on 59.

NOTE: if numbers are applied to dark gray

backgrounds, please use the black background

options shown here.

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 59

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TYPOGRAPHY

FORZA Black ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

FORZA Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

FORZA Book ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

FORZA Light ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Example:

FORZA BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

FORZA BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

FORZA BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

FORZA LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

For use in support and collateral materials

i.e. posters, schedule cards letterhead etc,

the commercially available font FORZA

has been specified.

BASKETBALL SEASON TICKETS

ON SALE NOW!WELCOME TO

BRIDGEFORTHSTADIUM

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COMMON MISUSE

CHEMISTRY Dept.

Do not use unapproved colors Never alter the proportions Never rotate the logo

Do not modify the color placement

Never face Duke Dog to the right Do not arch logosNever use in reference to

non-athletics entities

Do not skew the logo Never add graphic components i.e. drop-shadow

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B A S K E T B A L L

Always ensure trademark designation is visible Never invert colors Do not create a two color logo from the one color version

T E N N I S

COMMON MISUSE

Do not combine logos in close proximity Do not list sport programs under Duke Dog logos Don not apply logos over

visually confusing backgrounds

Do not add additional outlines Do not alter sport name placement

in sport specific logos

Do not use logos as outline

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 162

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CONTACT INFORMATION

James Madison University Athletics

Kevin Warner

Assistant A.D. for Communications

380 University Blvd, MSC 0404

Harrisonburg, VA 22807

540-568-4263

[email protected]

jmusports.com

James Madison Athletics - O�cial Brand Identity - Usage and Style Guide 63