JMU unveiled a refreshed visual identity package in early 2017. The effort included an improved primary logo of the JMU block, official “James Madison” and “Dukes” wordmarks and an official number set and font, as well as a full style guide. The identity launch was the result of 15 months of exploration and development in consultation with national firm Barely Alter & Co., whose major branding projects have included the NCAA’s recent rebranding covering all of the association’s championships in all sports across all three divisions.

To reflect the core of the institution the university decided to go with an updated mascot look. “Warm, relatable and unique. Things that every brand needs and things that reflect the prestige and character of James Madison University”, said Jim McLee, the creative director behind the rebranding.

The rebranding is part of the “University’s” master plan for the athletic department, to develop and support a national profile, and comes shortly after James Madison won the 2016-2017 FCS National Championship.

Updated JMU Block Logo:

New Mascot Logo:

Academic Building with updated Typography: