This chapter draws attention to how universities integrate corporate social responsibility and sustainability (CSR/S) as part of a university's identity. It is assumed a close interrelationship exists between "who we are"  as a university sustainaility identityt, image and reputation, implying that changes in one dimension affect another. By relation CSR/S research, three implications are discussed that influence university sustainability identity following the habit of letting CSR/S become functionally divided related to organizational activities; difficulties to integrate the concept make university identity mulitdimensional. Finally, image implementation is not conducted in a substantive manner and perceived as a desktop product, also having influence on identity and reputation.