12. Fishel, C. (2000). Redesigning Identity: Graphic design strategies for success. Rockport, Gloucester, Mass.

Redesigning Identity is a thematic illustrated exploration of Corporate Identity in the case of modernising, repositioning, and changing it.
In each of the case studied, the author describes the questions triggered by the evolution of the brand, explaining their uniqueness in values and the necessity of rebranding. The emphasis is on describing in each case, the reasons and unique approach to the new identity designed. Catharine Fisher successful describes the challenge to achieve the new identity. She also presents examples of the Logo before and after the change, outlining what was missing and how identity was improved with the redesign of the Logo. In some cases, the various design elements are also broken down and interestingly analysed and sketches are presented. The book isn’t very recent but the choice of examples is varied and International. The book successfully shows a clear walk through approach in Redesigning Identity for different purposes.