Brand Marks Unveiled for JMU's Atlantic Union Bank Center

HARRISONBURG, Va. – James Madison Athletics, in conjunction with naming partner Atlantic Union Bank, unveiled brand identity marks for the Atlantic Union Bank Center, which opens November 2020 as the new home of JMU basketball. The logos were developed by Joe Bosack & Company, the design group that built JMU's current brand identity package released in early 2017.

"The new logo for the Atlantic Union Bank Center offers a great fusion of the two brands of James Madison Athletics and Atlantic Union Bank," Bourne said. "We were able to incorporate their logo while adding visual elements of JMU and adding a regional flair with representation of the Shenandoah Valley. We are grateful for Atlantic Union Bank's partnership on this transformational facility and appreciative of their collaboration to develop an identify that reflects positively on both brands. We also thank Joe Bosack and Company for their continued work to build our brand portfolio."

"We are excited to unveil the new Atlantic Union Bank Center logo in partnership with James Madison University and JMU Athletics," said Duane Smith, Chief Marketing Officer of Atlantic Union Bank. "We're committed to sponsoring events where families come together to create memories, and we're proud to be part of bringing a first-class facility to the area."

The logo is purple with a white control border surrounding it. The upper half incorporates the all-white brand mark for Atlantic Union Bank with the word Center added below in a complimentary font. The lower half features the outline of mountains in shades of gold, gray and white to signify the prominent role the building will play as a destination in the Shenandoah Valley. One variation of the marks adds the words James Madison University in the center of the logo in gold. This additional brand presence will clearly designate the location of the facility when advertised off-campus.

Smith continued, "The logo design is simple and represents the beauty of Shenandoah Valley to welcome fans back year over year."

The logo will be used in on-site graphic elements within the Atlantic Union Bank Center. It will also be used for online and print advertising and promotional elements surrounding the facility's operation, whether originating from JMU, Atlantic Union Bank or outside groups using the center, such as high schools, performing acts and trade shows.

Construction of the Atlantic Union Bank Center under general contractor S.B. Ballard continues in line for a November 2020 opening. Crews recently enclosed the roof of the seating bowl, and the majority of the rooms within the building have been framed. The adjacent 1,500-vehicle parking deck opened for campus use in August. The project was designed by Mosley Architects in partnership with Populous.

About Atlantic Union Bankshares Corporation
Headquartered in Richmond, Virginia, Atlantic Union Bankshares Corporation (Nasdaq: AUB) is the holding company for Atlantic Union Bank. Atlantic Union Bank has 149 branches and approximately 170 ATMs located throughout Virginia, and in portions of Maryland and North Carolina. Middleburg Financial is a brand name used by Atlantic Union Bank and certain affiliates when providing trust, wealth management, private banking, and investment advisory products and services. Certain non-bank affiliates of Atlantic Union Bank include: Old Dominion Capital Management, Inc., and its subsidiary, Outfitter Advisors, Ltd., Dixon, Hubard, Feinour & Brown, Inc., and Middleburg Investment Services, LLC, which provide investment advisory and/or brokerage services; and Union Insurance Group, LLC, which offers various lines of insurance products.

About James Madison Athletics
James Madison University is a NCAA Division I institution located in Harrisonburg, Virginia. Nicknamed the Dukes, JMU sponsors 18 sports, six male and 12 female, with approximately 450 student-athletes and an overall student enrollment of 21,763. The Dukes are part of the Colonial Athletic Association, whose conference footprint covers the East Coast spanning from South Carolina to Massachusetts.

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