I’m quite partial to the odd pictogram.
I think it’s the combination of wit and phœnetics.
And, in this case, cautious optimism.
PS. Cursory googling reveals that Robert Brownjohn also has a book called Sex and Typography, with a chapter on From Russia With Love and Goldfinger (and, presumably, typeface). I Must Read This.
PPS. *EDIT* Have now read (most of) the aforementioned chapter (thanks, Google!). Awesome! I’ve always loved the sordid 60s glamour of the Goldfinger titles. Tales of bikini-clad typographical projection — plus a pretty, pacifist rebus — convince me that I need to learn more about the works of this Brownjohn fellow.