First founded by Edouard Heuer in 1860, the Heuer watch company became known for its innovative watchmaking techniques. When the TAG Group purchased it n 1985, the TAG Heuer S.A. manufacturing company came to life. The company merger required a new Tag Heuer logo design that referenced both its historical past and its inventive approach to watchmaking.
Though it took them a little while to settle on a suitable design, the current TAG Heuer logo does a remarkable job of highlighting the company’s best features. Keep reading to find out more about the interesting history of the logo.
TAG Heuer Logo Design Elements
There are two variations of the TAG Heuer logo that commonly show up. The simplified logo is an angular, five-sided shield shape that consists of a flat top and pointed bottom. Within the black lines of the logo is a white background. The top half of the shield’s inner portion is a green rectangle that says “TAG” in thick, white letters while the bottom half is a red shield that says “Heuer” in thinner, white letters that stretch to fit the shield.
There is also a slightly more complicated logo that features the shield emblem to the left with the phrase “TAG Heuer” to the right in thick, black, san serif letters. Beneath this, the logo says “Swiss Avant- Garde Since 1860” in smaller, capitalized, san serif, black letters. Both the simpler and the lengthier versions of this logo are on TAG Heuer products.
Changes and Evolution
The original shape was much simpler but still bears many resemblances to the modern TAG Heuer logo. At first, it was merely the five-sided shield with the brand name “Heuer” skewed to fit inside. When the company merged with the TAG Group, the TAG logo got placed to the top of the Heuer logo. The watchmaker company then placed the “TAG Heuer Swiss Avant-Garde Since 1860” text below the emblem. The final change was to move the extra words to the right of the emblem.
TAG Heuer has always used a more colorful logo than other Swiss watch manufacturers, like Rolex. The original Heuer logo was a red orange color with white writing on it. When this logo combined with the green TAG logo, it became even more colorful. To simplify and unify this color scheme, they added black lines to the shield emblem.
The only major change to the TAG Heuer logo that was not caused by mergers has been font alterations. Originally, the TAG portion of the logo used the company’s signature arrowed font. This went through an alteration in 2015 to a simpler, san serif font that does not include asymmetrical positioning or arrows on the ends of the G.
The inspirations behind the TAG Heuer logo are fairly straightforward. Edouard Heuer first created his logo to look like a more angular version of a traditional family crest. When TAG and Heuer merged, the phrase “TAG” was added to the logo. That was because the company’s name stands for Techniques d’Avant Garde. This combination of TAG and Heuer represented both the tradition of Heuer’s old business and the avant-garde manufacturing of the TAG group.
The Heuer logo has the honor of being attached to some of the most important watch inventions of the past few centuries. It first showed up as part of the patent for the oscillating pinion, a watch part that is still used by most Swiss watchmakers today. Other innovations of the company include the first combination wristwatch/stopwatch and the micrograph stopwatch that could measure 1/100th of a second. Due to its precision, the TAG Heuer logo has appeared on many race cars, airplanes, and rocket ships throughout history.
The cutting edge TAG Heuer watches are recognizable by the bold logo that shows up on the company’s watch faces and packaging. This is a perfect blend of strong colors and clean lines. Even more, it looks equally well as a tiny impression on a metal part or a huge sign in a store window. Its versatility and style work well for the company’s ever-changing needs.