Jagermeister is a brand name for a 35% tincture based on 56 herbs. It has been produced since 1934 at the Mast-Jägermeister SE plant, which was opened in 1878 in Wolfenbüttel (Germany). The liqueur is an individual development and belongs to the category of bitters. Since 1970, a branded product has been exported and supplied to dozens of countries, so visual identification is extremely important for it.
Meaning and History
The alcoholic drink progenitor is Kurt Mast, who developed it as a pharmacy that improves digestion. The exact recipe for the liqueur is a production secret and not disclosed. It is only known that the crusts, roots, flowers, leaves, and other parts of plants are filled with alcoholic products and infused in wooden oak barrels for about a year. Then the contents are drained, filtered, and corked into bottles with original labels.
They depict the head and powerful torso of a deer with a cross between the antlers. It is this drawing that is the emblem of a strong drink. It is proposed by Kurt Mast and is dedicated to St. Hubert, the patron saint of all hunters. And the history of the origin of the original logo is associated with the ancient legend of the huntsman-monk, the former Count Hubert Liege.
Once, while in the Christmas forest, he saw a large deer with a glowing cross between the horns. This event greatly influenced the avid hunter: he considered it a sign of God and took monastic vows, leaving the worldly bustle. In the monastery, to which he gave all his fortune, the count died and was canonized. Since then, Hubert Liege has been considered the patron saint of hunting and hunters.
Since the liqueur is named Jagermeister and is dedicated to this very topic, it was immediately decided to associate it with St. Hubert’s image and a unique vision. As a result, a long-standing religious event gave the name and logo to the strong drink brand.
1937 – 1949
The approved emblem (in fact, it is a bottle label) consists of the company’s main spiritual values: a deer, a cross between its large antlers, and a glow that comes from a Christian shrine. The animal is shown in close-up, full-face. It gazes ahead with concentration. All the basic elements are placed against a brown circle. The first line contains the name of the trademark and informational clarifications on the manufactured product: volume, percentage of alcohol, variety, manufacturer, year of the foundation of the enterprise. Each label has a separate field. There is a green branch of a coniferous tree in front of the deer – as a link to Christmas.
1949 – 1970
In the middle of the 20th century, the manufacturer carried out a redesign, removing some details from the logo. The simplified version also looks like a vertical rectangle with a deer in the center. But unlike the previous image, the animal is not drawn so realistically. The designers made the cross smaller, gave clear contours to the glow, added oak to the spruce branch, and replaced the green color with light beige. A golden ring surrounded the dark brown background. In general, all elements have become more symmetrical. The only thing that hasn’t been changed is an orange underlay for the brand name and a green edging strip.
1970 – 1987
The adjustments made were minimal. The developers made the golden color light gray, reduced the brightness of the colors, and added information labels at the bottom.
1987 – 2002
In this version, the text’s content and location changed: instead of three lines, two appeared, and the indication of the volume of the bottle was shifted to the lower-left corner.
2002 – 2006
This time, the designers rearranged almost all the elements, rounded the top of the rectangle. They also removed the brown-orange narrow ribbon from the logo, moved the brand name above, and reduced the deer’s circle. The developers also made the cross glowing and removed the white stripes around it on the gray background, corrected the information labels, and broke them into six lines. A gradient was added to the green border.
2011 – 2016
In 2011, the option with detailed leaves and spruce needles on the branches was chosen. The color of the logo has become more subdued.
2016 – present
The current emblem has been re-shaped and now again looks like a vertical rectangle with rounded corners. Instead of a brown circle, a green with a gradient appeared, which creates a bright glow from the cross. Moreover, the artists redrew the deer: they made it a little larger, so the branched antlers touch the golden ring. The information design has also been changed, which takes up all the space from the middle down. The logo’s final touch is a dark edging strip along the entire perimeter of the rectangle extended upwards.
Font and Color of the Emblem
The trademark of the legendary liqueur appeared in 1937. It consists of several elements. The most important is a deer with branched antlers. He stands in the center, and a large Catholic cross glows above his head. The glow is made in the form of a misty circle highlighted in a different color.
The deer is in frontal view and looks straight ahead. On the debut emblem, the animal is depicted in detail, with a drawing close to an artiodactyl’s natural appearance. In the foreground is a spruce branch, indicating a forest and Christmas theme. In subsequent versions, the spruce legs are in the form of a half-wreath.
Almost in the center of the logo, there is a wide red stripe, which contains the name of the drink, manufacturer, brand, and other marketing information. The adjustments made in 1947 were reflected in the image of the deer. In particular, the luminous nebula has received a precise outline. There were a few more changes that dealt with minor details, so the branded liquor’s emblem looks the same today as it did at the beginning. The last changes were made in 2011.
The name is written in a Gothic style with a typeface containing elements from Wilhelm Klingspor Gotisch, KochFraktur-Regular, and Deutsche Schrift Schmal. The branding color scheme includes several shades of brown, beige, green, white, and red.