Jaguar Logo

Jaguar logoJaguar Logo PNG

Jaguar luxury brand, created in 1922 in the U.K., is famous for designing and manufacturing high-end cars. During its history, it has been a part of BMC and Ford, and finally was bought by Land Rover in 2013. It grew up into Jaguar Land Rover Group, owned by Tata Motors.

Jaguar Slogan
  • Born to Perform.

  • Unleash a Jaguar.

  • Nothing comes close.

  • Don’t Dream It. Drive It.

  • The Art of Performance.

  • Grace… Space… Pace…

  • No mere technical exercise.

Meaning and history

Jaguar Logo history
The Jaguar emblem is known as the “Leaper” and is an image of a jumping jaguar.

The iconic British Jaguar car marque is owned by the Indian giant Tata Motors since 2008. In 2013 Tata has merged the two brands into the Jaguar Land Rover Group. But Jaguar has not always been Jaguar. The automaker was established in 1922 under the name Swallow Sidecar Company, and stayed under this banner for more than 20 years, turning into Jaguar only in 1945, after World War II.

The leaping wild cat emblem appeared on the bonnet of the company ‘a cars in the same year and has never left the visual identity of the automaker ever since. The badge of the brand has only slightly been refined and strengthened throughout the years, keeping all the original contours and reflecting the heritage and legacy of the legendary company.

But the visual identity is the only thing, that keeps Jaguar in its past. The company has been releasing new models of its luxury sedans and SUVs constantly, and at the beginning of the 2020s, the company announced that by 2025 all the models of the brand will be electric.

What is Jaguar?
Jaguar is the name of a luxury British automobile marque, which was established at the beginning of the 1920s, and by today has grown into the iconic brand, known for its high-end sedans and SUVs, exported all over the globe, and synonymous the British style and quality.

1922 – 1945

Jaguar Logo 1920

The Swallow Sidecar Company logo was composed of a bright-blue circle in a red frame, with two gold wings. The handwritten-styled wordmark was placed inside the circle and executed in yellow-gold.

1930 – 1945

Jaguar Logo 1930

The most controversial period for the company’s visual identity. The 1930s logo was a hexagon with eagles wings and tail and an “SS” wordmark in the middle of the geometric figure. The straight bold lines of the typeface and the emblem looked powerful and decent in a monochrome palette.

1945 – 2012

Jaguar Logo 1945 

The leaping Jaguar logo was introduced in 1945. The first version was very similar to the one we have today. The jaguar’s contour was black, and it had a wordmark written in all-caps underneath. The color of the wordmark was dark green, which made the logo eye-catching.

The next version of the Jaguar logo was more streamlined. Angles were rounded to give the animal a more natural look. There were also added small details such as tech and ears. The wordmark became black and the lines of the typeface were now thinner and more elegant.

The third Jaguar logo was just a slight modification of the previous one, where mostly colors were changed. The Jaguar became darker, while the lettering turned gray.

There was also a short period of time when the brand used a red circle with an image of the jaguar’s head as its logo. It didn’t stay long, but the brand still placed it on the grill of come models.

2001 – 2012

Jaguar Logo-2001
The redesign of 2001 simplified the color palette of the Jaguar visual identity to black on white. It was also the year when all elements of the badge got refined and modernized. Thus, the leaping cat became cleaner and more professionally drawn. As for the wordmark, it changed the typeface to a contemporary sleek sans-serif with smooth lines and slightly softened corners of the bars’ ends.

2012 – Today

Jaguar logo

The Jaguar logo is a three-dimensional animal’s figure in a silver gray with a bold and confident silver wordmark. The gray color of the logo is gradient in order to accent the 3D shape. It looks sleek and adds movement and vitality.

The Jaguar logo is instantly recognizable. It is an example of high-end style and quality. Elegant, modern, and remarkable.


Jaguar Font

Font and Color

The elegant uppercase inscription from the primary Jaguar logo is set in a sleek custom sans-serif typeface, which looks very confident and sophisticated, showing the rich heritage of the company and its fundamental approach to the design and production of the vehicles. The closest fonts to the one, used in the Jaguar insignia, are, probably, Ordin Ordin and Sofachrome Book, but with the contours of the “A”s modified.

As for the color palette of the Jaguar’s visual identity, it is based on gradient silver, with a matte surface, which looks very modest and elegant, adding a special chic to the metallic badge, and making it stand out in the list of competitors.