We developed a brand identity that could be taken beyond the James Bond 007 mark and into licensed products, as well as written and audio books. The new identity needed to celebrate Ian Fleming the author, his style, his wit, his ‘Englishness’ and not just his most famous creation. Fleming wrote all of the Bond books at ‘Goldeneye’, his Jamaican home. He was also a keen bird-watcher and took the name of the author of Birds of the West Indies, James Bond, for his ‘00’ agent. The new identity depicts a ‘Doctor Bird’, the national bird of Jamaica, coupled with Fleming’s signature running through.
The most beautiful bird in Jamaica, and some say the most beautiful bird
in the world, is the streamer-tail or doctor humming-bird…
‘For Your Eyes Only’
Bond, James Bond.