Why does RU have - http://identity.rutgers.edu/ ? If you were in designing a site for a Department of RU would you consider this helpful?

• They have it to keep all Rutgers related sites looking somewhat related to each other so when somebody visits each site they know immediately it has something to do with Rutgers. If I were deisgning a site I would very much appreciate this help because it would make some of the designing choices for me and make the rest easy to work with.