Aims:One of the most important issues and challenges facing developing societies is the physical identity of buildings and urban facades. Cities, under the influence of modernity, have an identity problem, and the concept of urban identity in the process of cognition and perception presents a multi-dimensional and complex phenomenon. The physical identity of cities has become an influential category in city lifeThis article is based on the question that - How can a solution or a guideline be formulated to improve the formal identity and exterior appearance of architecture in the capital and a metropolis like Tehran, which is in line with today's tastes and intellectual level? Methods: The research method in this research is qualitative survey and research of applied type, and to answer the research question, first from the library method to examine the effective factors in the formation of physical identity, then through the questionnaire asked from the experts and professors of architecture. is placed

Findings: The statistical population consisted of 273 architecture professors, and finally, among the effective factors with the highest priority among the effective factors in the physical identity of the buildings, the combination of traditional and modern facades, the use of details and decorations in the facades, the use of sustainable materials, the spirit Nowadays, using the past model and paying attention to diversity and avoiding uniformity and homogeneity has had the greatest impact.

Conclusion: There are statistically significant differences between different respondents in their attitude towards facade parameters (mass and joint, openings, architectural details and materials). These results show the multiplicity and variety of trends in the practice of architecture for different jobs. It is also clear that the main reason for the significant difference between the averages is related to the fact that the respondents believe that these parameters had a significant impact on the continuity of the architectural identity.