The Story Behind The Iconic Jaguar Logo

There are lots of cool things about Jaguar vehicles—sleek design, raw power, luxurious features, and so much more. But there’s something about that metallic Jaguar emblem, that mighty, jumping cat that’s ready to attack, that really ignites the senses and captures the imagination. Who wouldn’t like to be seen rolling around Rumson in a car emblazoned with the iconic Jaguar symbol?

If you’re like a lot of our customers, you may be wondering how the Jaguar logo came about and what made the company chose it. So, let’s talk a little about the history of the Jaguar logo.

History of the Jaguar Logo

There is an interesting story behind the Jaguar emblem. After all, the automaker now known as Jaguar didn’t always have that name. Here’s what you should know:

• Jaguar started out in 1922 as the Swallow Sidecar Company, founded by Bill Lyons and William Walmsley in Blackpool, England. As the name suggests, the company focused on making sidecars for motorcycles.
• The company then branched out into making bodies for other automakers’ cars. Swallow eventually partnered with Standard Motor Company to produce their own cars, starting in 1931. The joint venture of the two companies was called “SS”.
• The first vehicle to bear the name “Jaguar” was produced in 1935, and it was known as the “SS Jaguar”. Then World War II happened. The company immediately stopped using the SS brand, and Jaguar became the brand’s official name.
• Later, in 1945, the company began using the leaping Jaguar emblem that we know today. It first appeared as the now-iconic Jaguar hood ornament, and later became a badge that could be seen on the sides of Jaguar vehicles.

Are There Two Different Jaguar Logos?

• The Leaping Jaguar—also known as the Jumping Jaguar—is shaped just like the original Jaguar hood ornament, pictured from the side. Although the vast majority of hood ornaments have gone the way of the dinosaur, the Leaping Jaguar survives as a badge that often appears on the backs or sides of new Jaguar vehicles. It’s usually colored in Metallic Gray, Silver, or Black.
• The Roaring Jaguar—pictured on the image at the top of this page—is a fierce icon. It was originally designed as a flat logo that could replace the Jaguar hood ornament at its original position, the front-center of the bonnet. Today it can also be found on Jaguar tires, and at other positions around the vehicle.

Fun Facts About the History of the Jaguar Logo

• The leaping Jaguar symbol was meant to represent grace, elegance, performance, power and ambition to move forward. Those were the core values embraced by the company—and they remain so to this day!
• The chrome-plated Jaguar hood ornament was discontinued in recent years to comply with safety laws, and replaced with the growling face of a jaguar placed on the front grill.
• You can still find the “leaper” symbol on many vehicles. The only difference is that it now appears as a badge, rather than a hood ornament. Looking for Jaguar Classic Cars that still have the hood ornament in its original placement? We can help you get started.

Check Out Your Favorite Jaguar Models at Jaguar Monmouth of Eatontown

Who doesn’t love how it feels to sit behind the wheel of a Jaguar? You can get that feeling, too, when you come in for a test drive. We do what it takes to get you into your next Jaguar, whether you want to drive a sport coupe or a sedan. You can even apply for financing online. We’re just a short jaunt away from Red Bank, so drop by or contact us today.