To take stock of the literature on identity in family firms (IFF), we examine 122 journal articles published between 2006 and 2020. We then develop a thematic map to help scholars understand the structure of IFF studies and the direction that IFF research is taking. Providing a consistent vocabulary and categorization, the thematic map serves to strengthen the IFF conceptualization and locates potential ambiguities and fragmentation. Thereafter, we analyze the antecedents, outcomes, and contingencies of the different themes identified. Drawing on this foundation, we identify gaps and suggest new directions and stimuli for future research.