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James Madison University Brand Guidelines

Location
Harrisonburg, VA
Established
1908
Mascot
Dukes
Code
JMU_NCAA
League
NCAA
Licensing Agency
CLC
James Madison University

Official Brand Colors

Official University Color Palette

Logos & Marks

JMU lettermark, purple/gold variant, cell 1
Primary LogoLast Updated : 7/20/2026
JMU lettermark, gold/white on purple variant, cell 2
Primary LogoLast Updated : 7/20/2026
JMU lettermark, purple/white on gold variant, cell 3
Primary LogoLast Updated : 7/20/2026
JMU lettermark, purple outline variant, cell 4
Primary LogoLast Updated : 7/20/2026
Duke Dog head, full color variant, cell 5
Secondary LogoLast Updated : 7/20/2026
Duke Dog head, full color on purple variant, cell 6
Secondary LogoLast Updated : 7/20/2026
Duke Dog head, full color on gold variant, cell 7
Secondary LogoLast Updated : 7/20/2026
Duke Dog head, purple/white variant, cell 8
Secondary LogoLast Updated : 7/20/2026
Duke Dog head, white/purple on purple variant, cell 9
Secondary LogoLast Updated : 7/20/2026
Duke Dog full body, full color variant, cell 10
Secondary LogoLast Updated : 7/20/2026
Duke Dog full body, full color on purple variant, cell 11
Secondary LogoLast Updated : 7/20/2026
Duke Dog full body, full color on gold variant, cell 12
Secondary LogoLast Updated : 7/20/2026
Duke Dog full body, purple/white variant, cell 13
Secondary LogoLast Updated : 7/20/2026
Duke Dog full body, white/purple on purple variant, cell 14
Secondary LogoLast Updated : 7/20/2026
Bulldog with JMU, color variant, cell 24
Secondary LogoLast Updated : 5/21/2026
Bulldog with JMU, reverse on purple variant, cell 25
Secondary LogoLast Updated : 5/21/2026
Bulldog with JMU, reverse on gold variant, cell 26
Secondary LogoLast Updated : 5/21/2026
Bulldog with JMU, black and white variant, cell 27
Secondary LogoLast Updated : 5/21/2026
Bulldog with JMU, reverse on purple black and white variant, cell 28
Secondary LogoLast Updated : 5/21/2026
JMU James Madison University, stacked color variant, cell 32
Secondary LogoLast Updated : 5/21/2026
JMU James Madison University, stacked black and white variant, cell 33
Secondary LogoLast Updated : 5/21/2026
JMU James Madison University, horizontal color variant, cell 34
Secondary LogoLast Updated : 7/20/2026
JMU James Madison University, horizontal black and white variant, cell 35
Secondary LogoLast Updated : 5/21/2026
University Seal, purple variant, cell 40
Secondary LogoLast Updated : 5/21/2026
University Seal, black variant, cell 41
Secondary LogoLast Updated : 5/21/2026
Duke Club logo, horizontal lockup variant, cell 42
Secondary LogoLast Updated : 5/21/2026
Duke Club logo, stacked lockup variant, cell 43
Secondary LogoLast Updated : 7/20/2026
Duke Club shield, icon only variant, cell 44
Secondary LogoLast Updated : 7/20/2026
50 Seasons logo, on gold variant, cell 47
Secondary LogoLast Updated : 7/20/2026
50 Seasons logo, on purple variant, cell 48
Secondary LogoLast Updated : 5/21/2026
50 Seasons logo, on light gold variant, cell 49
Secondary LogoLast Updated : 5/21/2026
50 Seasons logo, on grey variant, cell 50
Secondary LogoLast Updated : 5/21/2026
50 Seasons logo, on black variant, cell 51
Secondary LogoLast Updated : 5/21/2026
James Madison wordmark, stacked purple variant, cell 15
WordmarkLast Updated : 7/20/2026
James Madison wordmark, stacked white on purple variant, cell 16
WordmarkLast Updated : 7/20/2026
James Madison wordmark, stacked purple on gold variant, cell 17
WordmarkLast Updated : 7/20/2026
Dukes wordmark, purple variant, cell 18
WordmarkLast Updated : 7/20/2026
Dukes wordmark, white on purple variant, cell 19
WordmarkLast Updated : 7/20/2026
Dukes wordmark, purple on gold variant, cell 20
WordmarkLast Updated : 7/20/2026
James Madison wordmark, horizontal purple variant, cell 21
WordmarkLast Updated : 7/20/2026
James Madison wordmark, horizontal white on purple variant, cell 22
WordmarkLast Updated : 7/20/2026
James Madison wordmark, horizontal purple on gold variant, cell 23
WordmarkLast Updated : 7/20/2026
James Madison University, stacked purple variant, cell 36
WordmarkLast Updated : 5/21/2026
James Madison University, stacked black variant, cell 37
WordmarkLast Updated : 5/21/2026
James Madison University, horizontal purple variant, cell 38
WordmarkLast Updated : 7/20/2026
James Madison University, horizontal black variant, cell 39
WordmarkLast Updated : 7/20/2026
Being The Change wordmark, stacked variant, cell 45
WordmarkLast Updated : 5/21/2026
Being The Change wordmark, horizontal variant, cell 46
WordmarkLast Updated : 5/21/2026
JMU, purple and gold variant, cell 30
LettermarkLast Updated : 5/21/2026
JMU, black and white variant, cell 31
LettermarkLast Updated : 5/21/2026
JMU Football, color variant, cell 29
Sport LogoLast Updated : 5/21/2026

Approved Verbiage

Rules & Guidelines

hard rule

No Alterations to University Seal

No alterations or overlaying graphics to seal permitted.

hard rule

No Use of Current Players' Name, Image, or Likeness

No use of current players' name, image, or likeness is permitted on commercial products in violation of NCAA rules and regulations.

hard rule

No Alcohol, Drugs, or Tobacco References

No references to alcohol, drugs, or tobacco related products may be used in conjunction with University marks.