The article deals with the theoretical and structural fundamentals of identity in philosophy of Plato and Flusser. Identity is understood as a self-identical entity. There is a focus on several conditions of formation of a being highlighted by the specifics of image and word. The processes accompanying the elements of interpretation, filtra- tion and assimilation of reality are similarity and difference, which explain identical through synchronization. The ontological status of the image and word overlap with the inner essence of a modern person who has a certain cultural and historical back- ground. In the history of western philosophy the existential position of a person is often opposed to a sort of native essence he is far from. In comparison with this essence, the human being dissimulates identity in a pale appearance of an absolute. However, the specific and individual way of reference to the ontological scheme – prototype can be a serious premise for establishing of identity. Philosophies of the 20th century exclude metaphysical authority of an axiological center. It looks like a model or a system of reference correlated through similarities and differences resulting in the process of self – evaluation – determinant of identity.