By Design: the Joe Caroff Story

Ever wonder where the designs from some of the most iconic film posters come from or how the 007 logo came to be? Meet Joe Caroff, the mastermind behind some of the most recognizable film and film posters. He has worked with the likes of the biggest entertainment companies like 20th Century Fox, Paramount, Universal Pictures, and so much more. With his work still being celebrated and referred to today, it’s no wonder why he is one of the greatest designers of our time.

His journey began when, as a child, he did not receive support from his father, who was also an artist. It wasn’t until he discovered watercolors and hand-painted designs on his pants that he. really began to start taking art seriously.

Joe Carloff | Designer

“At that moment I saw my future.”

Joe attended Pratt College where he studied art and would later be selected to work with French Designer, Jean Carlu. With his success in entering his career and tension with his father still unresolved, his father later told him, “You would make a much better artist than I am.”

He went on to marry Phyliss, a social worker, who supported Joe’s work and even wrote to him for 36 months when got drafted into WWII. When the was ended, Joe reconnected with Phyliss in South Carolina and got a job at a design firm creating package designs for cosmetics and industrial items but soon would get fired from his 9-5. It was at that moment that he knew he did not want to work for anyone else.

With fuel to find work, a passion for design, and the support of Phyliss he created book jackets with fake titles and authors to showcase his work. Phyliss would take those prints and shop them around to publishers in the hopes that she would land clients for Joe. With the success of a publishing company picking up his work, he quickly rose to the peak of his career.

Joe designed posters for Westside Story, The Beatles, Last Tango in Paris, and Cabaret, to name a few. Although his name might not be widely recognized I believe he should receive all the recognition he deserves for paving the way for designers with his tenacity, innovation, and dedication ensuring that he would reach his creative goals. His 1-hour documentary is currently streaming on HBO Max and is worth the watch for anyone looking for inspiration, to know more about design history, or just wanting to enjoy a great documentary.

By Design: the Joe Caroff Story
Director: Mark Cerulli
Cinematography: Gerald Emerick | Christopher Holt
Film Editing by Paul C. Rosen