Origin and Evolution of the Jaguar Name and Trade Marks

The origin of the name JAGUAR:

• The name JAGUAR was first introduced as a model name by our company, then called SS Cars Limited, on 21 September 1935; these cars were called "SS JAGUAR". This name was used in this form on cars manufactured until 1940.
• SS Cars Limited registered a subsidiary company in England under the name "Jaguar Cars Limited" under no. 333482 on 11 November 1937.
• On 9 April 1945, Jaguar Cars Limited became the main operating company.
• All post-war cars manufactured from September 1945 onwards carried the name "Jaguar" as their sole brand or marque name.

The origin of the "leaper" trade mark:

• The three-dimensional bonnet mascot (or hood ornament) which is a representation of a jaguar animal leaping off its hind paws (commonly referred to as the leaper) was designed by F Gordon Crosby and was offered as optional (or standard) equipment on SS Jaguar and later Jaguar cars from December 1938 onwards (reference: The Autocar magazine 23 December 1938, quoted in Ian Cooling Jaguar Collectibles p.148).  The original Gordon Crosby sculpture still exists, and is privately owned by the well-known Jaguar collector Tony Bailey, who has lent it to the JDHT for display in the Museum at Browns Lane.
• A two-dimensional or bas-relief version of the leaper was employed as a badge fitted on cars from 1968 onwards, first on the XJ6 (Series 1) model (references: 1968 sales brochure for XJ6; Nigel Thorley Original Jaguar XJ p. 27). The original position of this badge was towards the bottom of the front wing, between the wheel arch and the door.

The origin of the "growler" trade mark:

• A two-dimensional, bas-relief or three-dimensional representation of a head-on view of the face of a jaguar animal, commonly known as the growler, was used as a badge or bonnet mascot (hood ornament) on cars, from 1948 onwards, first on the XK120 sports car (reference Jaguar Collectibles, pp.159-62).  On cars, the growler badge appeared typically on the radiator grille, or in the centre of the steering wheel, later also on hub caps or wheel trims.  The growler design was also used in printed matter (original sales brochures and handbooks; Jaguar Collectibles, pp. 36-41, 61-63, 94, 96, 97, et passim).

The origin of the flattened hexagon or lozenge shape badge containing the word JAGUAR:

• The word JAGUAR when used in radiator and other badges appeared within an outline figure in the shape of a hexagonal elongated lozenge standing on the lower centre point and with straight vertical edges to the left and right of the word JAGUAR from 1945 onwards, at this time set against the background of a pair of wings (reference Jaguar Collectibles, p.158).  Representations of this winged badge design were also used in printed matter (Jaguar Collectibles, pp.33-39, 53-54, 96, 99, et passim).
• From 1948 onwards, the hexagonal badge appeared on its own without the wings especially on hub caps (wheel trims) of models such as the Mark V, XK120 and subsequent models.  Another version of the hexagonal device may have seen limited use, possibly mainly in connection with Jaguar"s racing cars and activities in the 1950s.  However, while such a badge in stick-on or transfer form is now seen in (presumably) reproduction form, proving use in the 1950s is more difficult.
• In the radiator grille badge found on the Jaguar XK140 model (manufactured from 1954 to 1957), the hexagonal badge appeared, surrounded by a double circle (reference Philip Porter Original Jaguar XK (1st ed.), p.48, and brochures).
• The hexagonal badge later also appeared on the camshaft cover of the XK series of engines with the "fluted" camshaft cover from 1967 and was visible when the bonnet (hood) was opened (references Nigel Thorley Original Jaguar Mk I/Mk II, p.78; Philip Porter Original Jaguar E-type, pp. 56-57, 72; Original Jaguar XJ, pp.77-78).
• The word JAGUAR when used in badges appeared within an outline figure in the shape of an elongated lozenge with curved top and bottom edges, but straight vertical edges to the left and right of the word JAGUAR, on a badge or label affixed to the camshaft cover of engines, in particular on the V12 and AJ6 engine ranges, from 1971 to 1997 (references Original Jaguar E-type, p.91; Original Jaguar XJ, pp.80-92).  It should be noted that this lozenge shape was derived from the hexagonal shape described above, and was essentially a softened version of the hexagon.

The origin of the present JAGUAR trade mark, device or logo combining the word JAGUAR with a representation of the leaper set above and to the right of the word JAGUAR:

• A two-dimensional version of the leaper began to be used in company literature, on letterheads and other printed matter in the mid-1960s, and was then some times used together with the word JAGUAR in a distinctive typeface (1960s brochures; Jaguar Collectibles p.43).  It should however be noted that neither the leaper, nor the word JAGUAR in these examples are to the design that is now used.
• An application to register the "New Leaper" as a trade mark in the UK was made by Jaguar on 29 September 1966.
• A search of old motoring magazines has revealed that a two-dimensional outline leaper was first used by Jaguar in advertising in 1978 (Jaguar advertisement with the by-line "Some day, some day", appearing in Autocar for w/e 13 May 1978).  This design of this leaper featured two front paws, and had other detail differences from the later leaper.  In the advertisement in question and in others, it was combined with the word JAGUAR to the left and below the leaper, however the word JAGUAR was not yet at this stage in the "Optima" or "Jaguar JC" typeface.
• The word JAGUAR has appeared in a distinct typeface, originally based on "Optima" and now known as "Jaguar JC", in printed matter since 1979, and a version of this typeface has been used for producing this note.
• In line with the new Corporate Identity guidelines launched in January 2003, the new primary typeface is now FF DIN and replaces JC font.
• The two-paw leaper together with the word JAGUAR in the Jaguar JC (or similar typeface) was used as the company logo in printed matter dating to March 1979 (introduction of XJ Series III; reference: 1979 sales brochure for Jaguar XJ Series III range, advertisement in Autocar for w/e 31 March 1979).
• The leaper was re-drawn by Norman Davies of Jaguar"s Styling Department in 1982 (draft affidavit from Peter Battam dated 3 June 1986, together with copy of N Davies"s drawing dated 2nd March 1982).  This leaper had one front paw visible.  It was subsequently modified slightly by Jaguar"s advertising agency Benton & Bowles, to allow for ease of reproduction in small size, and was combined with the word JAGUAR in the Optima or Jaguar JC typeface (draft affidavit from Peter Battam dated 3 June 1986).
• The combination of the re-drawn single-paw leaper and the word JAGUAR has been used consistently in Jaguar printed matter since 1982, and has been codified in the company"s Identity Manual ("Jaguar Identity Manual", February 1988 and possibly earlier versions), as reproduced here: