An Emblem Born from Speed
The Jaguar name became official in 1945, but it wasn’t until the late 1940s that the leaping Jaguar emblem took shape. The automaker sought a logo that reflected its cars’ power, speed, and grace. Designed by F. Gordon Crosby, a renowned automotive artist, the emblem captured the essence of the brand.
Hood Ornaments on the Rise
In 1938, Jaguar’s predecessor, SS Cars, introduced the first iteration of the leaping jaguar as a hood ornament. By the 1950s, it became synonymous with Jaguar luxury vehicles, decorating models like the iconic XK120 and the Mark VII. The emblem wasn’t just decorative—it became an unmistakable identifier of the brand.
The Evolution of a Feline
Over the years, the leaping jaguar transformed. In 2002, Jaguar streamlined the emblem into a sleek, modernized version. In 2023, the automaker unveiled a reimagined, flat design of the leaping jaguar for its electric era, reflecting its shift towards innovation while preserving its classic roots.
A Future Rooted in Innovation
In 2024, Jaguar unveiled its boldest reimagining yet: a new logo and branding as part of its transition to an electric-only brand. The logo, written as “JaGUar,” combines upper and lower case letters in what the company calls “visual harmony.”
The Jaguar name became official in 1945, but it wasn’t until the late 1940s that the leaping Jaguar emblem took shape. The automaker sought a logo that reflected its cars’ power, speed, and grace. Designed by F. Gordon Crosby, a renowned automotive artist, the emblem captured the… pic.twitter.com/jfIMWioaG2
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