Jeff Fisher, author of "Identity Crisis!: 50 redesigns that transformed stale identities into successful brands," is the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives. His first book, "The Savvy Designer's Guide to Success" is available as a PDF on CD from HOWBookstore.com. He is currently writing a new volume, with the title "Logo-Type." Graphic Design USA magazine recently named Jeff Fisher one of the design industry "People to Watch" for 2009.