Jaguar Logo History: Long & Eventful

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Jaguar is a well-known luxury automotive brand which competes with the likes of BMW, Mercedes-Benz and Audi. Part of Tata Motors stable now, Jaguar has seen quite a number of changes among its owners. Similar to its corporate structure, Jaguar logo has also undergone changes in its long and eventful history. 

Jaguar Information

FoundersWilliam Lyons
William Walmsley
Founded1935
HeadquartersCoventry, UK
Official Sitewww.jaguar.com
OwnerJaguar Land Rover (Tata Motors)

Jaguar Logo History

Jaguar was founded in 1922 in the Blackpool, United Kingdom as Swallow Sidecar Company which specialized in making motorcycle sidecars. Its logo was simply the company name handwritten in a blue circle with a thick red border. The logo also featured rather outsized golden wings.

Swallow Sidecar Logo

In subsequent years, the company started manufacturing bodies for other automobiles manufacturers. The company, now named SS Cars, eventually started producing cars using Jaguar brand name in association with Standard Motor Company.

SS Jaguar Logo

However, it was only in 1945 that the company changed its name to Jaguar Cars. It was also the first time for the company to use Jaguar as the visual identity for its cars and corporate functions. The leaping Jaguar logo signified elegance, style, luxury, and power and was accurate in portraying the cars’ capabilities. Along with some minor changes, this logo did the heavy lifting for the company for the next 56 years.

Jaguar Logo 1945

Jaguar Logo Meaning

The leaping Jaguar emblem brought new meaning to the concept of a spirit animal. This logo is designed to meet the main values of the brand – exceptional performance, power, elegance, and the drive to leap forward.

Jaguar Logo Evolution

Meanwhile, several events unfolded on the corporate side. Another major event took place in 1966 when Jaguar Cars merged with British Motor Corporation (BMC) to form British Motor Holdings (BMH). Just a couple of years later, BMH merged with Leyland Motor Corporation and became British Leyland Motor Corporation (BLMC).

Evidently, Jaguar has been a brand that changed ownership and went through several hands but this eventfulness didn’t stop here. The Jaguar brand was spun-off from British Leyland in 1984 through a listing on the London Stock Exchange. Under a somewhat misguided vision of CEO Jacques Nasser, Ford Motor took a liking of the business and acquired Jaguar Cars in 1990. Apart from Jaguar, Ford’s Premier Automotive Group housed Lincoln, Mercury, Aston Martin, Mazda, Land Rover and Volvo brands.

The logo underwent its next major change only in 2001 when it was simplified with flowing lines, more rounded corners and two-color palette of black on white. Jaguar’s text logo was also updated and saw the introduction of sans-serif typeface.

Jaguar Logo 2001

Jaguar again updated its emblem in 2012 and gave it a 3D treatment. The current Jaguar logo features the leaping cat in silver gray color and a matching wordmark.

Meanwhile, Ford’s strategy of housing distinct brands with little commonality backfired and it had to sell Jaguar and Land Rover brands to Tata Motors in 2008. Under the ownership of Tata Motors, both brands have managed to grow operations while leveraging strategies with the parent brand.

Two Dimensions of Jaguar emblem – Leaping and Roaring

This logo was initially introduced as a hood ornament and featured a shiny silver Jaguar cat with a central leap and a sneer on its face. However, the leaping cat badge was shifted to the rear of the car owing to pedestrian safety regulations.

It is now just a roaring cat face that features prominently on the grill of Jaguar vehicles. This roaring Jaguar usually comes with a red background and a silver border.

Jaguar Roaring Logo

The company has historically associated itself with saloon and sports cars but has now ventured into producing SUVs as well. Jaguar has a compelling and eye-catching logo which is easily distinguished from the rest, just like its cars.

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