FISHER,JEFF
Fisher, a creative identity consultant, surveys the graphic image and identity-transformations of 50 companies, briefly discussing the crisis that occurs with a stale identity and the need for a logo, letterhead, or website that reflects the changes occurring within a company. Credit is given to the firm and designers responsible for each redesign, and the redesigned companies featured include a campus magazine, a small vegetarian restaurant, the Seattle Space Needle, and Kodak. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)