Jeff Fisher, author of "Identity Crisis!: 50 redesigns that transformed stale identities into successful brands" (HOW Books, 2007), is the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives. A 30-year design veteran, he has been honored with over 600 regional, national and international design awards and is featured in over 160 books about logos, the design business, and small business marketing. His first book, "The Savvy Designer's Guide to Success" was released in 2004 and has been reissued as a PDF on CD from HOWBookstore.com. Other books are currently in the works.Fisher has served on the HOW Design Conference Advisory Council, HOW Magazine Editorial Advisory Board, and UCDA Designer Magazine Editorial Advisory Board. The designer also writes for HOW Magazine, other industry publications, and many webzines and blogs. In addition, Fisher is a nationally-recognized speaker, making numerous presentations each year to design organizations, design schools, universities and business groups. Graphic Design USA magazine recently named Jeff Fisher one of the design industry "People to Watch" for 2009. Toots Caboose, the author's alter ego, is a member of the Portland Rose Festival Character Clown Corps.