Jaguar Logo

1 Star2 Stars3 Stars4 Stars5 Stars
Loading...

Jaguar Logo
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.

Meaning and history

Jaguar Logo history


The brand’s first name was Swallow Sidecar, which shortened version was S.S. The now known “Jaguar” part was added only in 1935 after the release of the company’s first sedan. In 1945 the visual identity was completely changed in order to avoid associations with the Nazi. The Jaguar brand was born.
The Jaguar logo has dramatically changed only once through its history, it was in 1945. After that if was only being slightly modified. And today the logo is composed of a famous emblem and a wordmark is a custom typeface, which is close to Algera. It is a non-serif font, which reflects the brand’s strength and authority.

The Emblem

Jaguar emblem
The Jaguar emblem is known as the “Leaper” and is an image of a jumping jaguar. It is a very elegant animal, symbolizing grace, power, beauty and ambition to move forward. The silver gray color of the emblem adds luxury and elegance to the brand’s logo and make it an example of high-end brand identity.
The 1920s
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
 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
 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.
 2012 — Today
The current 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 current Jaguar logo is instantly recognizable. It is an example of high-end style and quality. Elegant, modern, and remarkable.