Ian Fleming Publications Ltd owns and administers the literary copyright in Ian Fleming’s fiction and non-fiction books. The company’s aim is to promote and make available all of Ian Fleming’s books worldwide. Ian Fleming Publications looks after the literary James Bond brand, keeping it alive through the publication of new stories based on the characters Ian created by authors such as William Boyd, Jeffery Deaver, Sebastian Faulks, Charlie Higson and Samantha Weinberg.
Working alongside Ian Fleming Publications Ltd, The Ian Fleming Estate owns the copyright in Ian Fleming’s personal letters and other non-Bond writing and in some journalism. It manages the use of the Ian Fleming name and of his likeness.
Webb & Webb (London)
Webb & Webb were tasked with creating a brand identity that could be developed beyond the '007' mark and into licensed products as well as written and audiobooks. The new identity needed to celebrate Ian Fleming the author, his style, his wit, his 'englishness' and not just his most famous creation.
Fleming fell in love with Jamaica during the second world war and built himself a house there calling it Goldeneye, and it was there that he would later spend two months every year from 1952 writing his novels. It was there that he met his wife Anne and where he and his neighbour Noël Coward would drive around in Coward's sky-blue Chevrolet Belair Convertible showing off to the locals. He was a keen birdwatcher, and when he needed a 'unromantic and yet very masculine' name for his famous '00' agent he picked the author of the definitive field guide Birds of the West Indies, James Bond. Fittingly the new identity depicts the 'Doctor Bird', the national bird of Jamaica, in flight with Fleming's signature running through.
Images (opinion after)
Moving away from the 007/James Bond-centric logo makes perfect sense. Finding a point of reference in Ian Fleming's relationship with Jamaica is a smart approach. Choosing a hummingbird is always a winning choice. Using an author's signature is typically fool-proof. Unfortunately none of this comes together nicely in the logo. The nearly Photoshop-posterized hummingbird lacks personality and it offers no point of view nor visual relationship to the worlds and characters created by Ian Fleming, its white markings on the side of the body are distracting, and the tail breaking the signature doesn't make a lot of sense. The serif typography in applications feels forced and overly nostalgic and the gold printing of the logo isn't particularly flattering. This needs to be shaken and stirred and started all over again.