Identity Crisis: 100 Redesigns That Transformed Stale Identities into Successful Brands

This book is not only an impeccable resource for brand redesigns, but also a helpful tool for knowing exactly what to do when designing an identity for the first time. Shifting the focus from merely a showcase of the tangibles that were produced from the various campaigns, this title emphasizes the market research and overall branding strategy for the rebranding of the businesses. From considering public image and perception, to company structure, to company history, Identity Crisis! covers the full range of thought processes involved with identity design and rollout. A must-read for any identity designer, Identity Crisis! is a highly approachable title that appropriately covers the vastly important and, unfortunately, oft-ignored mental aspects and processes of logo and identity design.

This is a great resource book for those designers who like to see how other designers think. (And how many renditions it takes to get to the end product.) Love the before and after examples. Sample work is shown large. Explanations are informative and interesting. Overall, a well-designed, designer resource.

Rare because so many graphic design books rely so heavily on "creampuff" projects--stuff for multi-billion dollar corporations and skateboard park coffee houses. The former have design budgets equal to the GNP of mid-sized countries, the latter award extra points for the pseudo-extreme. In reality, most graphic designers work with clients who simply want a smart solution at a reasonable price. (I found out early on that most of my clients were not as interested in my quest for self expression as they were their own quest for remaining solvent.) Identity Crisis is a book about real organizations and realistic solutions. Author Jeff Fisher is a designer who has been in the trenches (if don't believe me, check out his portfolio at jfisherlogomotives.com). In Identity Crisis he presents case studies of organizations with established identities that need refreshing. He tells us the story of each, shows a logo before and after, provides examples of how the new identity is implemented on brochures, web sites, packaging, and so on, and reveals interesting insights and project details about and by both client and designer. If you are a graphic designer who has real-world clients--I suggest you add this book to your toolbox. If you are a business owner or marketer who wants to see how others make over and leverage their identity--Jeff Fisher's Identity Crisis is a good place to start.

Identity Crisis is great resource for designers and businesses alike on Identity/Branding with many inspiring examples of work from small and large design firms. I would recommend it to my clients, in helping them to understand what goes into creating an identity and brand recognition.