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Blog Post

Why Ian Fleming, The James Bond Author, Went For A New Identity For

December 3, 2014  /
By admin  /
Category: logo design

Ian Fleming Publications, a home to Fleming’s literary works Chitty Chitty Bang Bang and James Bond, is having a rebrand, and it has switched its 007 symbol to a hummingbird.

The group produces all of Fleming’s works, and new work by authors like Sebastian Faulks, Kingsley Amis and William Boyd. Consultancy Webb and Webb Design has been processing the redesign since November of the previous year.Ian Fleming Publications Logo Design

The director of Webb & Webb Design, James Webb, says that the team was given the task of taking the brand focus off from the James Bond and over the writer’s work all in all.

Ian Fleming Publications that administers all of the work of Ian Fleming, including not just the James Bond books but the Chitty Chitty Bang Bang too, has a new identity produced by Webb & Webb. This new logo design is crafted to celebrate Fleming’s way, his “Englishness,” and his whole works, not just Agent 007 (that the past identity focused on entirely).

Ian Fleming Publications Logo Design

The design holds a streamer-tail or doctor hummingbird that is native to Jamaica, where the writer was stationed during the World War II. He completely fell in love with that place and later built his house there and where he wrote for numerous years.

Other than being a famous writer, Fleming has been an avid birdwatcher. So the selection of using the Jamaican bird as a prominent part of the design was specifically apt. Just a few know that the name “James Bond” was adopted by Fleming from the author’s name of a famous field guide to birds of West Indies.)


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