Designer of iconic 007 logo dies age 103

He was paid the “going rate” at the time

Joe Caroff is not a name many people know. But just about everyone knows his work. As a graphic designer, he was called in to produce work for – notably – the James Bond franchise. Looking for a graphic element to add to the posters, Caroff came up with the iconic 007 pistol symbol.

But by then he already had a reputation as a talented designer. In fact, his first commission is still going strong after all these years: the celebrated fire escape logo of “West Side Story” in 1961.

At the time, Caroff received roughly 260 euros for his work, which was just about the going rate. The logo still adorns the merchandise and helps feed the box office with millions every year.

The Bond franchise was sold to Amazon MGM Studios in 2022, and news about the new 26th episode are slowly coming together. Although no new actor has been chose to replace Daniel Craig, a director has been nominated, Denis Villeneuve ("Dune" and "Blade Runner 2049").

Michael Leahy. Source: VRT et al. Photo by Sleepi Alleyne / Pexels)