An Integrative Approach to University Visual Identity and Reputation

This study focuses on the concepts of university identity and university reputation as they relate to a large private university in the Northeast United States. In the first part of the study, the concept of university identity was investigated. We used methodology to find the most distinctive visual identities of the university among students. In the follow-up study, the authors explored the concept of university reputation, using survey methodology. The implications of the study on the practice of branding – specifically, branding a university – are discussed.