Internal Perspectives on Visual Identities in Higher Education: A Case Study of Top-Ranked Universities in Indonesia.

Background: The neglect of visual identity (VI) at the organizational level within higher education institutions (HEIs) has become a critical issue, while previous studies over the past decade has focused on HEI branding and reputation. This creates a potential gap in understanding HEI branding processes. Thus, this study aims to explore the relationship between VI and HEI reputation by integrating the Expressiveness Quotient (EQ) and experiential brand meaning at the organizational level.