The story thus far:

Jeff Fisher, author of "Identity Crisis!: 50 redesigns that transformed stale identities into successful brands," is the Engineer of Creative Identity for Jeff Fisher LogoMotives. He has received nearly 600 regional, national and international design awards for his logo design efforts. His work is featured in over 100 books about logos, the design business, and small business marketing. Fisher serves on the HOW Magazine Editorial Advisory Board, UCDA Designer Magazine Editorial Advisory Board, and HOW Design Conference Advisory Council. Fisher also writes for CreativeLatitude.com, HOW Magazine and other resources; judges design industry competitions; and speaks about the design profession to high school classes, college students, and at design industry events. His first book, "The Savvy Designer's Guide to Success," was released in 2004.