Jack Daniels Logo

Jack Daniels LogoJack Daniels Logo PNG

The Jack Daniels logo represents a vintage brand. The monograms and swirls of the emblem indicate the premium taste, long aging period, and ancient recipes for which this brand’s alcohol is famous. The drink is uplifting and leaves a pleasant aftertaste.

Jack Daniels: Brand overview

The legendary Jack Daniels trademark appeared in the middle of the nineteenth century, when Jasper Newton, nicknamed Jack, who had escaped from the house, became the distillery owner at age 13. Before that, he studied the art of distillation with a Lutheran priest and an African American slave. The bottles indicate that the business was founded in 1866. According to the biographer, this happened almost ten years later—in 1875.

Meaning and History

Jack Daniels Logo History

The first distillery was called Jack Daniel Distillery. The Jack Daniels distillery came about after acquiring land next to the cave. There were valuable mineral springs from where the manufacturer drew water for the whiskey. Until about 1895, alcohol was bottled in large, round, narrow-necked bottles wrapped in plain gray paper bearing the brand’s name. Later, the famous square-shaped bottles were used. Jack wanted Old No. 7 to stand out not only in taste but also in appearance.

This manufacturer’s most recognizable whiskey is Black Label (it accounts for more than 95% of total sales). It is filtered through charcoal and then settled in handmade barrels. His label is considered a reference for logos because each Jack Daniels drink has its design and elements. For example, Tennessee Honey is adorned with a bee emblem.

Even before Prohibition, the distillery began selling alcohol in bottles with a presentable black label. Then, the foundation for the modern logo was laid, which underwent several modifications. At the same time, the little-known regional brand Old No. 7 became an iconic brand and improved the way we make whiskey.

What is Jack Daniels?

Jack Daniels is considered one of the most popular whiskey brands, although the classification of its alcohol can be classified more as bourbon. The spirits are produced by Jack Daniel Distillery, which, in turn, is owned by Brown-Forman Corporation. The brand has been around since the late 19th century – since a teenage Jasper Newton “Jack” Daniel ran away from home and founded his distillery.

1950s – 1990s

Jack Daniels Logo 1950s-1990s

The emblem of those times reflects the cultural and historical heritage of Jack Daniels. The name of the oldest distillery is written at the top and is shaped like an arch. It uses an elongated capital font, with the first “J” and “D” much higher than the other letters. At the bottom is the phrase “OLD TIME,” and below it is an authentic oval surrounded by a spiral pattern. Inside the oval is another inscription: “Old No. 7 BRAND “. It is divided into three lines and is complemented by two small dots on the sides.

The logo contains standard information the manufacturer deemed necessary on the label: product type, place of manufacture, owner’s name, name, and year of the distillery’s foundation. It is noteworthy that different fonts are used for all inscriptions. Most of them have serifs; only the word “Tennessee” is handwritten.

the 1990s – 2011

Jack Daniels Logo 1990s-2011

Shortly before the 21st century, Black Label bottles received a new design. The manufacturer increased the phrase “JACK DANIEL’S” and decreased “OLD TIME” to highlight the distillery’s name visually. The oval spiral emblem also became compact, which affected the size of the “Old No. 7 BRAND.” The information at the bottom of the label was rearranged: the designers had to make the text small due to many lines. The words “Tennessee” and “WHISKEY” remained large.

2011 – today

Jack Daniels Logo 2011-present

On May 16, 2011, the distillery announced that it was changing the iconic Black Label bottle. The redesign touched upon its shape and labels, but the alcohol recipe did not change. Representatives of the Cue branding company simplified the lettering, which had been too many before. So they decided to please the brand’s founder, a connoisseur of exquisite style.

They had to remove the clutter of words because the text distracted attention from the main thing—the logo with the manufacturer’s name. The phrase “OLD TIME” has been removed entirely. The two side dots inside the oval have disappeared. Moreover, in the phrase “Old No. 7 BRAND,” the emphasis shifted to “No. 7 “because the designers reduced the first and last words.

The inscriptions on the label itself also look new: the word “QUALITY” has disappeared, the handwritten font of the word “Tennessee” has become more accurate, and the phrase “SOUR MASH” has been adorned with wavy lines on the right and left. In addition, the creators of the new Black Label bottle removed some of the manufacturer information at the bottom.

Jack Daniels: Interesting Facts

Jack Daniel’s is a famous whiskey brand with a long history in American culture.

  1. Start: Founded in Lynchburg, Tennessee, in 1866 by Jasper Newton “Jack” Daniel, it’s the oldest registered distillery in the U.S. It was around before many whiskey regulations were in place.
  2. Unique Process: Jack Daniel’s is bourbon; it goes through the Lincoln County Process. This means the whiskey is filtered through sugar maple charcoal before aging, making it smoother.
  3. Old No. 7 Mystery: No one knows exactly why Jack Daniel’s whiskey is called “Old No. 7.” There are guesses that it was Jack Daniel’s lucky number or a registry number, but it’s still a mystery.
  4. Jack Daniel’s Death: In 1911, Jack Daniel died from an infection after kicking a safe he couldn’t open. This unusual story is part of the brand’s lore.
  5. Surviving Prohibition: Tennessee’s prohibition laws in 1910 shut down the Lynchburg distillery. The brand tried making whiskey in other states but didn’t succeed until Prohibition ended, and they could make whiskey in Lynchburg again.
  6. Square Bottles: In 1895, Jack Daniels started using square bottles to stand out and show honesty. This helped make the brand look premium.
  7. Single Barrel Select: Since 1997, Jack Daniel’s has offered Single Barrel Select, a premium product in which each barrel offers a different tasting experience.
  8. Dry County: The distillery is in Moore County, Lynchburg, Tennessee, where selling alcohol is illegal. However, commemorative bottles can be bought at the distillery.
  9. Worldwide Love: Jack Daniel’s is one of the top-selling whiskeys worldwide, available in over 170 countries. Its appeal comes from its unique taste, interesting history, and American roots.
  10. Giving Back: The brand also helps with philanthropy and community efforts, like supporting military members and helping after disasters.

Jack Daniel’s combines tradition and innovation and is recognized globally as a whiskey icon of American culture. Its production process and fascinating stories have made it legendary.

Font and Colors

Jack Daniels Emblem

Connoisseurs of quality whiskey know Jack Daniels as one of the wordiest brands, with a lot of text and few graphic elements on its label. The distillery has something to say since its logo consists of only inscriptions. The only non-typographic element is the decorative oval with a spiral border.

Part of the text has disappeared in the process of evolution. The designers have removed information about the number of people living in Lynchburg. There used to be a postscript, “Pop. 361,” but it did not correspond to reality because more than 2000 people are now in this settlement.

The same goes for the year Jack Daniels was founded. It is not indicated on modern bottles, although even before 2011, there was the phrase “EST. & REG. IN 1866 “. The inscription was removed because this is controversial data that has not been documented. The words “LEM MOTLOW, PROPRIETOR” are no longer relevant: the Brown-Forman Corporation has long owned the brand.

Jack Daniels Symbol

During the latest redesign of the BIack Label bottle, the developers tried to make the labels clear and legible without changing the original design. The distillery’s name is, as always, in the Jasper font. The word “Tennessee” is in handwritten Lynchburg Script. In addition, there are other serif and sans serif typefaces on the label—both standard and enhanced versions.

The base of the logo is black in the color of the label. The main elements are light, most often white, but there are options with a sandy tint. The logo may be black if the emblem is not on the bottle but has a white background.


What is Jack Daniels’ slogan?

The company introduced the slogan “Make It Count” to inspire people to live a full life and appreciate every moment. This slogan encourages enjoying life fully and purposefully, just like one enjoys a good whiskey. The brand uses this simple yet powerful message to connect with its audience, encouraging choices that improve lives.

What is the Jack Daniels font?

The Jack Daniels logo uses two main fonts: Jasper and Lynchburg Script.

Jasper Font: This font was inspired by the original logo lettering and named after the brand’s founder. It has bold serif letters that are easy to recognize. It is mainly used in the primary logo and other important branding elements to show the whiskey’s strong heritage.

Lynchburg Script: This cursive font is inspired by the “Tennessee” on a whiskey label and has a sophisticated, friendly look. It is used for more subtle parts of the brand’s design, such as marketing materials, where a touch of elegance is required.

Who designed the Jack Daniels logo?

The designer of the original logo remains unknown, a common trait of many parts of the brand’s history. The agency Cue designed the latest logo, which was created in 2011. Alan Colvin, the creative director, and his team updated the logo, maintaining its classic look while adapting it to a modern style. This update helped preserve the well-known brand image.

What is the explanation for Jack Daniels’ logo?

The logo is an oval with swirling lines, symbolizing the cork that seals whiskey bottles and preserves the taste and aroma. A rectangular frame around it is shaped like a whiskey bottle, integrating the design with the product. The label’s black color adds a dark note. It is rumored that this color was chosen in memory of the founder, who passed away in 1911. This choice honors the founder and adds a layer of history and emotion to the brand.