Jaguar is one of the most recognizable car companies on Earth. The British car manufacturer rose to popularity thanks to its fast and sleek vehicles that are known worldwide as a staple of power and luxury. In this article, we are going to talk about the origins of the Jaguar logo, going over its design elements, and how they are at the base of the company’s corporate image.
Jaguar Logo Design Elements
The Jaguar logo is embodied by a silver jaguar depicted in full sprint. The silver letters under the symbol use a non Serif font, slightly stretched out, with a gradient pattern. The same gradient effect is used to add depth and movement to the jaguar.
Changes and Evolution
As is the case with most brands, the Jaguar logo has gone through a number of changes throughout its existence. However, they weren’t nearly as frequent or as large-scale as those of other brands – with one exception. In 1945, the company changed its name as result of the Second World War. With it, they also updated their somewhat controversial logo.
Before 1945, the company went by Swallow Sidecar Company. This was shortened to S. S. Cars, and was featured in the logo of every car produced by the company. Once Germany lost the war, the firm changed its name and logo. From S. S. Cars Limited, the company became Jaguar Cars, and the Jaguar logo was born.
With the exception of a couple of angles and fine details, few things changed in regards to the Jaguar logo over the years. The first version consisted of a jumping jaguar, very similar to the one we have today. The animal’s contour was black, and it had Jaguar written in all caps underneath. Interestingly, the text was written in a somewhat darker shade of teal.
The next version had the Jaguar logo become a bit more streamlined. Some angles were turned into curves, to give the animal a more natural look. Some finer details, like teeth and ears, were also added. The Jaguar font also suffered some changes. For one, it became all-black. Plus, the font completely changed, as the company decided to adopt a new image.
Next came a short time during which the jaguar in the Jaguar logo also became black. Meanwhile, the font turned silver-gray. This only lasted for a short while, before the emblem finally became the one we all know.
A very elegant animal, the Jaguar is meant to represent power, grace, elegance, speed, relentlessness, performance, and ambition. The fact that the emblem used to be three-dimensional suggested dynamism and motion. This gave the brand a very refined, elegant look. However, because of a number of new regulations and legislations, modern vehicles can no longer sport a bulging marque.
As a consequence, Jaguar returned to one of their older logo versions, viewed as less iconic than the classic jumping feline. The alternate logo consists of a jaguar’s head encircled in a double-rimmed ring. It is viewed from the front, with the jaguar roaring inside its circle. Most emblems also feature the name Jaguar written above the head, in the inner ring.
The only color featured in the Jaguar logo is silver. However, the many shades present in the logo also make it seem like we’re seeing metallic grays, and even white. Silver is one of the colors most frequently used by automotive companies. This is because it suggests industrialism, modernism, and high-tech. Silver also frequently represents grace, elegance, glamor, sophistication, and wealth.
A slightly modified version of the Algera typeface, the Jaguar font is straight and to the point. Non-serif and imposing, the font perfectly encompasses the values previously discussed. Despite being different than the fonts used until its time, many see it as the best one so far.
Inspiration and Trivia
When the company went by Swallow Sidecar Company, their logo used to consist of a circle with feathery wings. The company’s name was featured inside the blue circle, surrounded by a red circle. Keeping with the changes, when the company became Jaguar, the logo was also changed accordingly.
Originally, when going by S. S., Jaguar wasn’t even making vehicles. Instead, they started off by making motorcycle sidecars. Eventually, they graduated to making the vehicles we all know and love today.
The company went through a number of ownership changes and mergers throughout its lifetime. In 1945, the company first became Jaguar. This was despite the company being around since 1922. Next, in 1966 Jaguar merged with BMC, or the British Motor Corporation.
Two years later they merged with British Leyland, only to unmerge sixteen years later. Next, in 1989, what remained of Jaguar was taken over by Ford. Finally, in 2008, the company was sold to Tata Motors.
One of the most instantly recognizable logos in the modern world, the Jaguar logo is unmistakable. Despite not actually being used on new vehicles in a while, because of safety reasons, the three-dimensional jumping jaguar is the logo best known worldwide. For similar articles, check out the Mini Cooper and the Dodge logo histories.