DESIGN CHOICE: JAGUAR MASCOT
If you see Jaguar’s mascot, what does it make you think of: power, strength, speed? Is the jaguar the perfect marketing icon?
If you see Jaguar’s mascot, what does it make you think of: power,
strength, speed? Is the jaguar the perfect marketing icon?
The Jaguar brand name was the brainchild of the Nelson advertising
agency, hired in the 1930s to create a new image for the SS range of
cars made by Swallow. New branding was required by Sir William Lyons,
co-founder of Swallow, to truly depict the ethos of his beautiful
designs.
Many animal names were suggested but most either failed to paint the
proper picture or had already been used. The one that stood out,
however, was Jaguar. Permission to use the name was obtained from
aero-engine firm Armstrong Siddeley, owner of the name, and the SS
Jaguar 100 was launched in 1935.
The first icon was a standing animal in chrome-plated brass. It was
disliked by Sir William and Jaguar’s public relations man, ’Bill’
Rankin, and was redesigned in 1938. It was restyled in 1956 and later
reduced to the five-inch animal that we recognise today.
No longer factory fitted, for safety reasons, and used only in
advertising material and as a badge, the loss of the leaping bonnet
mascot is a great blow. Its long, lean lines ooze sex appeal. The
muscular body of the animal signifies strength, speed and excitement.
Its open, roaring mouth denotes a true predator. No other animal device
has quite the impact of the leaping jaguar.
In the luxury-car world there is Ferrari’s prancing horse and
Lamborghini’s bull’s head, but neither of these instantly shouts
’prowess’. In a different manufacturing area there is Puma, but although
similar in theme, the design is too soft and cuddly.
So what is it that makes the Jaguar mascot stand out above all
others?
It may be the obvious implications of the animal used, or the smooth,
sleek lines of the design itself. But to me it is simply that the design
epitomises the absolute quality of every Jaguar car produced, from the
first XK120 to the most recent XKR.
