Jaguar Logo

logo Jaguar

Jaguar Logo Meaning and History

Jaguar traces its origin from “Swallow Sidecar Company” created in Blackpool by William Lions in its 21st birthday on the 4th of September, 1922.

Jaguar Logo History

Lions intended to manufacture motorcycles, inter alia, sidecar motorcycles. Originally the emblem depicted a martin in flight, perhaps because the word “swallow” denotes precisely this bird in English.


During five years, the company was manufacturing bodyworks for the “Austin Seven,” “Swift,” “Standard,” and “Wolseley” firms. In 1931, the “Swallow Sidecar and Coach-building Company” produced its first car “SS” – these two letters were depicted on the hexagon emblem. In 1935, the decision to give the new name to the firm was taken and of 500 proposals, “Jaguar” was selected, regarding the fact that the animal itself is an embodiment of speed, power, and beauty.

Jaguar Logos

In September of the same year, the model “SS Jaguar” appeared, and an emblem with wings loomed on its radiator. Sometime later, the emblem with a jaguar’s head appeared. After the war, the company ceased to use initials “SS,” because they referred to Himmler’s Schutzstaffel (security troops) and accepted the name “Jaguar Cars Ltd.”

Jaguar logo

Jaguar Symbol Description

Jaguar Symbol Description

The first figure on a bonnet – a standing jaguar from chrome brass – did not have popularity. In 1938, a jumping jaguar, offered by Rankin E.B., the manager of the firm’s public relations department, changed it. The figure was additionally provided at two guineas. The jaguar’s head was represented on the radiator grille from 1950 to 1956, but then the jaguar in a jump occupied its place. The bonnet figure was removed in the middle of the 1960s mainly by virtue of safety rules generally accepted in North America.

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So the modern Jaguar logo is a jumping jaguar. The figure of the jaguar is 7 feet long (=17, 8 centimeters). Jaguar logo symbolizes speed, power, elegance, grace, and beauty.

Jaguar Logo Colors

Jaguar Logo Colors

The colors used in the Jaguar logo are silver, metallic gray and black. The black color features elegance, integrity and high performance, the metallic gray and silver colors are a perfect depiction of sophistication, modernity, and perfection of the brand.

Jaguar Emblem

Jaguar Emblem

The Jaguar emblem has a custom typeface. The last update of the Jaguar emblem happened in 2012. From this time, the figure of the animal became more tridimensional.


The make Jaguar does not refer to obsolescent car brands. For example, Jaguar XJ belongs to the highest class category of cars. In 2015, the new generation of the sedan XF on the new aluminum platform appeared. And in 2017 and 2018, the new generation of the sedan XJ and a completely new coupe XJ will see the light.

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