James Bond’s family motto is revealed in the 1969 film “On Her Majesty’s Secret Service” on a coat of arms. The original is in Latin and the English translation, “The World Is Not Enough,” is used as the title of a 1999 Bond film starring Pierce Brosnan. There is an interesting confirmation of the motto near the end of the 1999 film. The character Elektra King tells James he could have had the world. He replies with the film's title. “A foolish sentiment,” says King. “Family motto,” replies Bond.

“The World Is Not Enough” was also adopted by King Philip II of Spain who reigned from 1556 to 1598. In his case the motto was accompanied by the symbol of the horse leaping over a globe, alluding to the extension of his empire into four continents. The horse leaping over the globe with this motto appears on his coinage issued in 1580 to commemorate the union of Spain and Portugal under the Spanish crown.

The motto of Queen Elizabeth I was “Always the Same” and that of King Louis XIV was “Like No Other.” The Churchill family motto was “Faithful but Unfortunate.”

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