Higher Education Institutions or universities are attempting to manage their visual identity in the current climate of competition among universities to achieve the best reputation. Previous studies show that visual identity is an invaluable asset that, when managed strategically, can help increase university excellence. Visibility, distinctiveness, transparency, authenticity, and consistency are the five reputation dimensions to analyze the relationship between reputation and visual identity. Using the consistency dimension framework, we observe the implementation of the five Indonesian state universities' identities on buildings, social media, promotional media, and websites. We examine how consistently these universities implement the visual identity standard guideline. Universities that manage visual identity more consistently have a better reputation, evidenced by their rankings according to THE, QS, and Webometrics.