There are many ways to identify a fake project such as one of their presence and answers to investors' questions and a trusted exchange of ICO identities. Keep views project team everyone's profiles and locations, research their products, even if any of the information they provide is questionable or unreasonable then think that the project is a hoax.
Looking at the founders is really a perspective for us to find fake in a project, I believe that at this forum, a lot of people are doing it, look up information from members of a project to increase credibility with that project. Another thing we can look at is the roadmap and capitalization that the project is providing, even looking at the money they spend on advertising, good projects always maintain that at a reasonable level, while fake projects often enhance and give a figure too far from reality.