Learn about the evolution of the “Leaping Jaguar” and “Growling Jaguar” [Car Emblem Secrets 19: Jaguar]

JAGUAR

Origins and the birth of the brand

Jaguar’s origins date back to 1922, when William Lyons and William Walmsley founded the Swallow Sidecar Company. The company’s early emblem was a light-hearted design depicting a swallow. Later, the company expanded its business from sidecars to car body manufacturing, and changed its name to SS Cars. Its first car, the SS1, was released. In 1935, the SS Jaguar 2.5L Sedan was released. It was at this moment that the name “Jaguar” was first engraved on the brand. The Jaguar, an agile, solitary predator, is said to have symbolized the ideal of combining the high performance and elegance expected of a British car.

The name “SS” was abolished after World War II because it was reminiscent of the Nazi SS, and the brand name was simply changed to Jaguar. This is where the story of the emblem that continues to this day truly began.

Evolution of the emblem

The Jaguar emblem has evolved over the course of more than 90 years, mirroring the brand’s progress.

• 1920s to early 1930s: A design featuring a swallow with its wings spread. This gave off an Art Deco vibe.

• 1935: The SS Jaguar logo was born. According to an official US dealer (Jaguar Darien), the logo at the time consisted of the word JAGUAR surrounded by the wings and tail of a bird.

• Post-war (1945 onwards): The “Leaping Jaguar” and “Growling Jaguar” were introduced. The three-dimensional mascot and the flat badge complemented each other to represent the brand. The circular emblem featured a roaring silver Jaguar on a red background with a silver border. The dealer’s documents also show a version with a black border and a gold Jaguar, which was used on high-performance models.

• 1970s-1990s: The chrome-finished Leaping Jaguar was fitted to the flagship XJ and other models, emphasising the car’s prestige as a British luxury car.

• 2000s: Due to pedestrian protection regulations, the three-dimensional mascot gradually disappeared, replaced by a glowing jaguar on a red background.

• 2010s onwards: The modern 3D Glowing Jaguar became the brand’s unified symbol, with the Leaping Jaguar remaining as part of certain trims and badges.

Classic models and emblems

XK120 (1948)

After the war, the XK120 was a legendary car that made Jaguar famous around the world. With a top speed of 120 miles per hour (although it was said to have actually been 133 miles per hour), it was dubbed “the fastest production car in the world.” The leaping Jaguar logo attached to the tip of the long hood of its successor, the XK150, symbolized its agile performance.

Mark II (1959)

The Mark II was known for its compact size and high performance. Its elegant body lines and wood-paneled interior were complemented by the chrome-finished Leaping Jaguar. It combined British beauty with sportiness, and also achieved success in motorsports.

E-Type (1961)

Described as “the most beautiful car in the world,” the E-Type did not use a bonnet mascot, but instead featured a glowing Jaguar on the front grille. Its roaring, fanged face represented the car’s innovative design and high performance. Enzo Ferrari famously called it “the most beautiful car ever made.”

XJ (1968-)

The flagship XJ series saloon featured the Leaping Jaguar from the very first generation. It was a mascot on the bonnet that displayed the dignity of a British luxury saloon, but it is said to have disappeared due to stricter safety regulations. However, in classic Jaguars, it remains a source of pride for owners.

A symbol of the electrified era and the modern era

Jaguar is currently promoting electrification, and has made a turn toward EVs since the launch of the I-Pace in 2018. Even as the brand shifts to a future-oriented one, the glowing Jaguar shining on the steering wheel and wheel remains a constant presence. Although the three-dimensional mascot has disappeared from the hood, the symbolism of Jaguar continues to evolve, consistently embodying “agility and elegance” from classic models to the latest EVs.

The Leaping Jaguar and the Growling Jaguar. These two emblems have evolved alongside classic models, representing agility, elegance, ferocity and dignity. From swallows to beasts, from three-dimensional to two-dimensional – their evolution shows how the Jaguar brand has been loved throughout the ages.

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