Joseph Caroff’s Effervescent Design Will Endure

Joseph Caroff In 1962, Joseph Caroff created the iconic James Bond 007 logo for the first film, Dr. No, transforming the "7" into a gun, he was paid $300 without royalties or credits, the logo became a global symbol.

 A prolific graphic designer, Joseph Caroff died at 103 on August 17th, 2025.

Joseph Caroff in his studio w/ proofs

Caroff designed the logo and title signature for Orion Pictures, several album covers for Decca Records and the logos for ABC’s Olympic coverage (with the network’s circular letters and five Olympic rings intertwined), ABC News and 20/20 (styled to resemble a pair of eyeglasses).

The one quality he wanted his work to have was “effervescence,” he said in the 2022 TCM Documentary By Design: The Joe Caroff Story. “I want it to have a life, it doesn’t want to lie there flat.”

One of my art professors used “effervescent” to describe my work long ago. I didn’t take to it well in the the moment— I was so punky and angsty back then— but over the years I’ve appreciated it and even come to treasure what she saw and I didn’t in my art and later design.

When I saw the documentary I instantly perked up to Caroff’s choice here. Long appreciated his work before I knew who he was. And will continue to. Rest in peace, Joseph Caroff.