Jeff Fisher, author of the "Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands" from HOW Design Books, is the Engineer of Creative Identity for Jeff Fisher LogoMotives. He has received over 575 regional, national and international design awards for his logo and corporate identity efforts. His work is featured in nearly 100 publications about logos, the business of graphic design, and small business marketing. Fisher serves on the HOW Magazine Editorial Advisory Board, the UCDA Designer Magazine Editorial Advisory Board, and the HOW Design Conference Advisory Council. In addition, Fisher also writes for CreativeLatitude.com, HOW Magazine and other resources, as well as speaking about the design profession to high school classes, college students, and international design industry events. His first book, "The Savvy Designer's Guide to Success," was released in 2004. He lives in Portland, OR with his partner of 17+ years, Ed Cunningham.