Jaguar Logo PNG
Admiration and surprise arise when looking at the Jaguar logo. The brand’s cars are stylish and cool. The emblem promises a quick start, speed, and stamina—perfect for traveling without borders.
Jaguar: Brand overview
Jaguar is a trademark of Jaguar Land Rover Ltd., which is owned by the Indian holding company Tata Motors Limited. William Lyons and William Walmsley established the Swallow Sidecar Company in Blackpool, England, in 1922, marking the beginning of Jaguar’s history. Initially, the business focused on producing motorcycle sidecars renowned for their distinctive styling and fine craftsmanship. In 1927, the company began manufacturing automobile bodies for other carmakers, most notably for the Austin Seven. The success of this new direction led to the company being renamed SS Cars Ltd. in 1933. During this period, the business introduced its first automobiles, the SS 1 and SS 2, which attracted public attention with their stylish designs and affordable pricing.
The first car to carry the “Jaguar” name was the SS Jaguar, introduced in 1935. This model set new standards for value, performance, and elegance. After World War II, the business rebranded itself as Jaguar Cars Ltd. in 1945 to avoid negative associations with the SS paramilitary organization.
1948 was a landmark year for the company. It saw the launch of the iconic XK120, a sports car that was the fastest production vehicle in the world at the time. The XK120 set new performance benchmarks and helped define the organization’s future direction.
In the 1950s, the company achieved remarkable success in motorsport, particularly at the 24 Hours of Le Mans, where the D-Type secured multiple victories. These achievements greatly enhanced the manufacturer’s reputation as a producer of high-performance vehicles.
The legendary E-Type debuted in 1961 and is considered one of the most beautiful cars ever made. It is a symbol of the swinging ’60s. During this decade, the company acquired Daimler, expanding its range to luxury vehicles.
Throughout the 1960s and early 1970s, the company continued developing its lineup of sports cars and sedans. However, quality issues and economic challenges made the business independent from British Leyland in 1975.
Under John Egan’s leadership, the company experienced a resurgence in the 1980s. The organization improved product quality and launched the successful XJ40 series. 1989 Ford Motor Company acquired the business, investing significantly in modernizing production and developing new models.
During Ford’s ownership (1989–2008), the company introduced models such as the XK8, S-Type, and X-Type. In 2008, Tata Motors, an Indian multinational, purchased the business and Land Rover from Ford for $2.3 billion.
Between 2010 and 2020, the company expanded its model range, launching the all-electric I-PACE, the compact E-PACE SUV, and its first crossover, the F-PACE. The organization also continued to produce sports cars like the F-Type.
As of 2024, the brand remains dynamic under Tata Motors’ ownership, blending cutting-edge technology with its rich heritage. The business is expanding its range of electrified vehicles while maintaining its identity and commitment to excellence.
Meaning and History
William Lyons, the creator of SS Cars Limited, registered the name Jaguar Cars Ltd back in 1938, but that time did not come until 1945. In the post-war period, the abbreviation “SS” was associated with the Nazi organization of the same name, so a rebranding was decided at the shareholders’ meeting. Simultaneously, the line of cars became known as Jaguar without the prefix “SS” and changed its old abstract logo to a jumping predator’s image. This symbol was drawn from the bonnet mascot that appeared in 1938.
The first figurine was unsuccessful: William Lyons compared it to a cat driven off the fence. To create an “anatomically correct” version, the company owner entrusted the development of the radiator decoration to the sculptor Bill Rankin. The mascot was perfected by automotive illustrator Frederick Gordon Crosby and introduced in 1938. It also became the basis for most of Jaguar’s emblems.
What is Jaguar?
This brand has been part of the British holding Jaguar Land Rover Automotive PLC since 2013. But it appeared much earlier – back in 1935 when the manufacturer of motorcycle sidecars, Swallow Sidecar Company, introduced its first car called the Jaguar. It is planned that from 2025 only electric cars will be produced under this brand.
1922 – 1935
The Swallow Sidecar Company logo reflects the spirit of the era when sidecar motorcycles were popular. The brand, which later transformed into Jaguar, began with these sidecars, and its symbolism conveyed a sense of movement and lightness.
In the center is a circle of deep blue with a red border. The inscription “Swallow Sidecar Company” is made in elegant italics of a golden hue.
On the central circle’s sides are large stylized wings with detailed feathers. They echo the aviation aesthetic when streamlined shapes and flight motifs were popular in car and motorcycle design.
The font is italicized, the inscriptions add elegance, and the different sizes of the letters make the text expressive and emphasize the company’s name.
1935 – 1945
The SS Cars Ltd logo continues to build on the visual style that Swallow Sidecar used but with clear changes reflecting the brand’s transition before becoming Jaguar.
The main element is a hexagonal emblem in the center. Earlier, the round shape of the Swallow Sidecar logo was associated with classic automotive and motorcycle traditions. The hexagon signified technical rigidity and a strict engineering basis in that case. The hexagon symbolizes strength, precision, and reliability, which echoes the company’s car-creation approach.
Inside the hexagon are two symmetrical letters, “SS.” Unlike in the previous visual appearance, where the name Swallow Sidecar was written in full, it is shortened to initials here. The letters’ style has changed—they have become more elongated, with sharp edges reminiscent of lightning or dynamic lines.
The wings, which previously depicted lightness and elegance, took a different shape. They are more structured, have several clear layers, and look more massive.
At the bottom, the word “JAGUAR” appears for the first time, a sign of future changes in branding. It is located on a ribbon resembling the tail section, wings, or an element of a military emblem. The font of the inscription is accurate and clear and emphasizes the company’s new image.
If blue and red used to prevail, now a golden-brown shade dominates, which conveys luxury and premiums.
The changes prepared the company for the next stage – transforming into Jaguar, the brand.
1945 – 1951
The Jaguar logo of this period completed the transition from the former symbols of SS Cars Ltd to a new name that no longer connected with the pre-war past. William Lyons’ decision to drop the acronym “SS” in favor of Jaguar was a reaction to the historical context and a step towards creating a new image for the company.
The main element is stylized wings stretching to the sides; unlike the previous version, where the wings looked more massive and consisted of several layers, they became more elongated, with clear parallel lines reminiscent of elements of aviation signs or racing symbols. These changes made the logo visually lighter.
In the center is a hexagon with the inscription “JAGUAR.” Unlike the old emblems, where the letters “SS” were in this place, the name has completely replaced the former brand identity. The contours became rougher, and the font acquired angular and slightly uneven shapes.
Underneath the main element is a section resembling feathers or ribbed detail, similar to elements of aircraft or racing cars of that era. These elements complemented the overall image, resembling military and sports signs, which was in keeping with Jaguar’s status as a high-end car manufacturer.
1951 – 1957
The Jaguar logo in this version is a clean text emblem, which was a step towards a concise, confident, and high-status brand design. The rejection of symbols such as wings and heraldic details made the name a major visual accent.
The serif font emphasizes classics and aristocracy, which echoes the traditions of the British automotive industry. The contrast between the thick and thin lines of the letters creates a visual rhythm, adding rigor and sophistication to the logo. In such details, you can feel the influence of typography, which is typical for elite brands.
The spacing between the letters is chosen so that the text looks balanced and easy to understand.
1957 – 1965
The logo in this design is another step in the evolution of the corporate identity. Wings are a thing of the past, with no additional symbols, only the name, but now with slight changes in the shape of the letters.
The font remained classic, with serifs, but the lines became more confident. They have a balance between traditional and modern presentation. Serifs are not overloaded with details but only add expressiveness to the text. This is no longer a text but a brand name, in which there is no superfluous.
The shape of the letters is slightly stretched horizontally. The style makes the visual appearance massive but not heavy. It’s like a sports sedan – wide, squat, ready to move.
The proportions are even; without distortions, everything is verified. Even without the patterns and complex elements, this logo conveys the character of Jaguar – a combination of elegance, power, and confidence.
1965 – 1966
The logo features a new style. The name is made with letters of different heights: the first capital letter and the rest smaller in size.
The font has become more massive, with expressive serifs. These elements are visible but do not overload the design; on the contrary, they add weight and solidity to the text. The combination of thick and thin lines makes the letters embossed and expressive.
1966 – 1979
The visual appearance has become even more original and expressive. The font now has power but is not too rough. The letters look more massive, and the serifs look more confident. The contrast between thick and thin lines balances strength and elegance.
The letter “J” has become one of the most noticeable elements. Its elongated leg smoothly curves as if setting the rhythm for the whole word. This line creates an effect of movement, alluding to the speed and dynamics that Jaguar cars are known for.
This logo was one of the last before transitioning to the famous emblem of the leaping jaguar, the Leaper.
1979 – 2001
The Jaguar logo is again fully typed in capital letters, and the font has become even more accurate. The serifs are strict but without excessive aggression, balancing the classic and the modern. The letters are not overloaded with details, but you can feel their character. The geometry is smooth; everything looks collected and harmonious.
The uniform proportions of the letters make the text balanced. It does not have unnecessary stretching or conciseness; everything is distributed, so the logo looks monolithic.
1982 – 2001
This logo was a real breakthrough because, for the first time, the same recognizable silhouette of a jumping jaguar appeared—”Leaper.” Previously, the corporate identity was based on strict, textual logos that emphasized the name. But now everything has changed: an image has been added to the inscription, increasing popularity and recognition.
Visually, the logo is based on two key elements: the silhouette of a jaguar in a jump and the brand name under it. The jaguar is depicted in motion, with an elongated body and accentuated lines that create a sense of grace. The outlines of the muscles and head add character – they read a predatory mood, energy, and power. The silhouette is like a frozen moment before the animal lands, and in this moment is the whole essence of the brand: maximum concentration and readiness for action.
The font is still serif but in capital letters, which makes it look stricter and more modern. The text is placed under the jaguar, like the foundation for the entire composition, which adds stability to the logo.
Another important element of the new design is its color scheme. The dark green shade of the font refers to the legendary British Racing Green, which has always been associated with British racing traditions.
This logo has become a symbol of a new era for Jaguar. Instead of the former restrained textual rigor, there is movement and dynamics. It was not just a new element but a relaunch of the brand’s visual image, now associated with the name and the powerful leap of a predator ready to take off.
Interestingly, the logo did not always look like this. The first version was rougher, with sharper corners and less elaborate details. Later, it was refined, smoothing the contours and adding small elements like ears and more pronounced muscles to make the jaguar silhouette look more natural. There were also experiments—for example, a short-term version with a red circle and a jaguar’s head—used on some models’ radiator grilles.
2001 – 2012
The updated visual appearance, introduced in 2001, reflected a new era for the brand. After Jaguar was taken over by Ford Motor Company and merged with Land Rover, it was time to refresh its corporate identity. To do this, the “Partners” agency and a professional sculptor were involved, bringing a new look to the corporate symbol.
The jumping jaguar in the logo began to look more sophisticated and dynamic. Unlike previous versions, here, the animal’s silhouette is more streamlined, with clear lines that convey a sense of speed and lightness. The jaguar seemed to hover in a jump, demonstrating power and grace. Smooth curves appeared in the lines of the body, emphasizing the anatomy of a predator: an emphasis on outstretched legs, a curved back, and an expressive head with an open mouth, hinting at aggressive determination.
Previously, massive letters with expressive serifs were used, but now they have been replaced by a grotesque font. The font has become cleaner and more modern, without unnecessary details, emphasizing simplicity and clarity. Capital letters look restrained but maintain a sense of status and confidence. The proportions of the letters are aligned, creating harmony with the dynamic silhouette of the jaguar.
The color scheme has become stricter. The black logo emphasizes its versatility, making it look organic on cars and advertising materials. Moving away from bright colors and favoring monochrome emphasizes minimalism and modern style.
The brand’s new look reflects the fusion of classic heritage with modern design solutions, where the main accents are speed, grace, and power.
2012 – 2021
The updated Jaguar logo seems like a logical step in developing the brand’s corporate identity. The iconic “Jumping Jaguar” is not a contoured silhouette but a full-fledged three-dimensional image with a metallic sheen, giving the emblem a sense of dynamics and depth. Smooth transitions of light and shadow achieve the effect of volume, creating the illusion of a real sculpture carved from metal.
The jaguar figure itself became even more anatomically accurate. Clear lines of muscles, outstretched paws, and an aggressive grin are visible – the predator is frozen in a jump, ready to charge. Unlike previous flat versions, you feel movement and energy here, as if frozen in metal.
The inscription has also been updated. The letters have become more geometric, with slight vertical and horizontal stretching compression, visually emphasizing width and stability. The font’s smooth metallic texture is combined with the jaguar’s figure, creating a seamless image. The sans serif font reflects the brand’s technological progress.
After the EU law on pedestrian safety was adopted in 2005, the “Jumping Jaguar” stopped decorating car hoods. However, the brand did not abandon the iconic symbol, placing it on the radiator grilles, wheels, and the rear of the body, presented in a flat version. Some models have an alternative icon—a jaguar’s head in a circle, made in the same metal style.
The logo has become part of Jaguar’s DNA, reflecting everything the brand’s cars value: power, swiftness, and sophistication. The emblem symbolizes every car movement, ready to jump forward, leaving everything superfluous behind.
2021 – 2024
Again, the logo will be redesigned in 2021. Instead of metallic sheen and three-dimensional effects, the designers focused on a flat, crisp contour design.
The silhouette of a jumping jaguar looks even more dynamic and daring. The lines have become bolder; the geometry has become clearer. The contours of the head and paws are accentuated to convey a sense of tension and impetuosity.
The font of the inscription remained the same. The capital letters look massive and stable, contrasting with the jaguar’s lightness and swiftness from above.
The rejection of three-dimensional effects and the transition to a flatter design reflects modern trends in graphics, where the purity of form and functionality are important.
2024 – today
Jaguar has taken it to the next level. Now, we do not just have a rebranding before us – this is a complete rethinking of what a modern car brand should be. The company moved away from the usual image of a jumping jaguar and relied on clean lines, geometry, and minimalism. The new logo is a bold statement: simple but catchy. No more unnecessary details, just clear, neat letters made in a strict, modern style.
The shape of the letters is immediately attractive: rounded lines are combined with sharp cuts, creating a balance between softness and clear dynamics. The combination hints at the brand’s new course – combining technology with elegance. Using uppercase and lowercase letters in the same word is an unconventional move. Each letter looks like it was laser-cut: precision, accuracy, style.
The color is dark gray, almost black. It lacks gloss, chrome, and pathos. It is simple and tasteful. The shade fits perfectly into the brand’s strict, modern, and versatile concept. It looks good on digital media and car bodies.
With this logo, Jaguar makes it clear that the brand is changing. The iconic Jaguar is a thing of the past, a symbol of the past stage. The bet is on the future—electric vehicles, clean technologies, and bold solutions. Although the cat has disappeared from the logo, it remains part of the brand’s DNA. Its image will still be present on cars, but in a different format—as a decorative element, not the main accent.
This whole story with rebranding is not just about the logo. It’s about changing the perception of Jaguar. They no longer want to be a “just premium” automaker. They are moving towards becoming a symbol of a new time, where design speaks for itself, without unnecessary decorations.
Not everyone was enthusiastic about Jaguar’s new rebranding. The promo video, which the company released on the eve of the official presentation of the new logo and the GT model with an electric motor, caused a real stir on social networks. And not because everyone was impressed by the design, but because… There is not a single car in the video. Instead of the expected cars, models in bright, futuristic costumes walk through a surreal landscape. The inscription “Break Moulds” seems to hint that Jaguar is going against the rules, but many wonder: “Where are the cars themselves?”
The marketing slogan “Copy Nothing” sounds bold, but not everyone understands what is behind it. The company talks about the desire to “remove the ordinary,” “be bold,” and “not copy anything,” but part of the audience sees only loud slogans without specific content. Even Elon Musk couldn’t resist commenting and writing on X (formerly Twitter): “Do they even sell cars?”
A lot of criticism was especially directed toward the new logo. A stylish, minimalistic font, which, it would seem, was supposed to emphasize the modern spirit of the brand, raised questions. For many, it turned out to be too simple sterile, lacking the energy and charisma that used to be associated with Jaguar. Jaguar is now in the process of transforming and moving towards a full transition to electric vehicles. And it seems that the rebranding has sparked more discussion than they expected. The only question is whether this hype will work for the brand or, on the contrary, will repel some loyal fans.
Jaguar: Interesting Facts
Jaguar, the famous British luxury car brand, has a long tradition of design excellence and innovation. Since Tata Motors acquired it in 2008, Jaguar has kept evolving while preserving its rich heritage.
- Early Days: The company started 1922 as the Swallow Sidecar Company, making motorcycle sidecars before shifting to cars.
- First Cars: The first car, the 2.5-liter saloon launched in 1935, was admired for its beauty and performance. The “Jaguar” name reflected elegance and power.
- Racing Success: The manufacturer has a strong history in motorsport, especially with its victories at the 24 Hours of Le Mans in the 1950s with the C-Type and D-Type, celebrated for their innovative design and engineering.
- The Iconic E-Type: Introduced in 1961, it is one of the most famous sports cars. It is praised for its stunning looks and high performance. Even Enzo Ferrari called it “the most beautiful car in the world.”
- Engineering Breakthroughs: The company has led in automotive engineering, introducing disc brakes in the 1950s and using aluminum to make cars lighter and faster.
- Joining Tata Motors: In 2008, Tata Motors of India bought the brand along with Land Rover, providing resources to grow and innovate, including the development of electric vehicles.
- Going Electric: The company’s first electric vehicle, the I-PACE, launched in 2018, has won several awards, demonstrating its dedication to becoming a leader in electric cars.
- Luxury and Speed: Known for luxury and performance, the brand offers sedans, sports cars, and SUVs, focusing on beautiful design and enjoyable driving.
- Electric Future: The company plans to become an all-electric luxury brand by 2025 to demonstrate its commitment to innovation.
- A Cultural Symbol: Jaguars have appeared in movies and TV shows, such as James Bond films and Mad Men, symbolizing style and sophistication.
Font and Colors
Until 2001, the company used a serif font known as Jaguar JC. Then she switched to a sans-serif typeface, opting for a modified version of the Optima. The author of the original version is Hermann Zapf. He created Optima in 1958, inspired by the inscriptions on the gravestones of the Renaissance era.
The current logo has a metallic fill, so the word “JAGUAR” is styled like the lettering on XJ vehicles. It is written in a proprietary font developed by the Fontsmith typography studio.
The dominant colors are gray and silver in different shades. Additional ones are white and black. The gradient gives the image plasticity and dynamism, making it look like the old Leaping Jaguar bonnet mascot. The cold palette creates the effect of a metallic sheen and is associated with luxury, nobility, and modernity.
FAQ
What does the Jaguar symbol mean?
The symbol features a jungle cat, reflecting the brand’s focus on performance and luxury. The Leaping Jaguar emblem is a sleek silver cat jumping with a snarling face. This pose demonstrates the company’s commitment to agility, speed, and forward motion. It represents movement and power, keeping with the manufacturer’s reputation as a producer of high-performance vehicles.
What animal is the Jaguar logo?
The Leaping Jaguar logo features a jaguar cat. This symbol depicts a silver jaguar in a leap with a growl on its face. It was first used as a hood decoration and is now a 2D icon in silver, metallic grey, and black. The Leaping Jaguar symbolizes the brand’s emphasis on agility, power, and forward motion. The dynamic stance reflects the company’s commitment to performance and elegance in its vehicles.
Does Jaguar have two logos?
Yes, the brand has two logos. The first is the Jaguar Leaper. It depicts a silver jaguar cat in mid-leap with a snarling face, representing agility, strength, and forward momentum. Originally a hood adornment, the logo now features a 2D badge in silver, metallic gray, and black.
The second logo is the Jaguar Growler. This emblem depicts the face of a snarling jaguar, emphasizing the strength and ferocious character of the company’s cars. Both logos feature the jaguar, one of the strongest big cats, and reflect the brand’s performance, elegance, and power values.
When did Jaguar change their logo?
The company has updated its logo several times. The name “Jaguar” was first added in 1935. Older models featured leaping jaguar logos and a snarling face badge on a red and silver background.
The current jumping jaguar logo was introduced in 1945. It depicts a sleek silver jaguar cat in mid-leap, symbolizing agility, strength, and forward movement. The emblem has evolved from a hood ornament to a 2D badge on modern vehicles.
What does the Jaguar logo represent?
The logo depicts a jumping jaguar, symbolizing speed—a key characteristic of the brand’s cars. The jaguar represents speed, strength, endurance, and superiority, reflecting the company’s confidence and dominance on the road. The emblem signifies that the manufacturer’s vehicles are built for performance and stand up well to the competition. The Leaping Jaguar reflects the company’s commitment to producing powerful, agile, and durable vehicles.
Why did Jaguar change its logo?
The manufacturer changed its logo to honor the original radiator figurine, which was banned due to pedestrian safety concerns. The brand transformed the mascot’s silhouette into a three-dimensional image, maintaining its proportions and silvery shine. This update allowed the company to retain the iconic leaping jaguar while adhering to safety standards. The new logo retains the elegance and power of the original design.