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If there’s one automotive brand’s badge that perfectly imitates its company’s name, it’s the Jaguar. This leaping feline is easily one of the most recognizable and beloved emblems on the road. For years, this sleek, silver sculpture has adorned premium British performance cars around the globe. But where did the Jaguar get its design and what does it represent?


Why Jaguar Cars Used to Be the SS

The Jaguar brand actually began as the Swallow Sidecar Company in 1922, founded by young British entrepreneurs William Walmsley and William Lyons. It wasn’t until 1935 that the British company added the “Jaguar” name to its identity when it released the SS Jaguar sedan as a joint venture with chassis producer Standard Motor Company. Hence, the “SS” in this case became “Standard-Swallow.” The early logo showcased the “SS” letters in a hexagon surrounded by a bird’s wings and tail.

Once World War II changed the connotation of SS in the public’s eye, the company’s name and logo changed in 1945, dropping the “SS” and references to the swallow. Going by Jaguar Cars (meant to be distinct from any other foreign brand), the automaker introduced the emblem of a pouncing jaguar, representing the vehicles’ grace, strength, and speed. The use of silver and black coloring further conveys sophistication.This leaping feline has remained relatively unchanged over the past 70 years, a notably exciting design and perfect hood ornament. Apart from going from a lined silhouette to solid silver, the Jaguar badge remains consistent.




As the “leaper” has been phased out as a hood ornament and moved to the back of the cars in a flat, profile-view form, a newer “growler” design is being used on front grilles. This showcases the jaguar’s face and open mouth, surrounded by a silver ring and red background.

Despite passing hands from Ford to Tata Motors, Jaguar remains the ferocious brand its beastly logo emanates.

 

I recall reading several different versions about the change of name but found the details in Sir William Lyons - The Official Biography by Philip Porter and Paul Skilleter:

"..... on 9th April 1945, the company officially adopted the name Jaguar Cars Ltd." ...... "It had been back in September 1937 that Lyons had proposed that Jaguar Cars Ltd be formed ......"

Company House records show Jaguar Cars Ltd was incorporated on 11th November 1937 but it was a further eight years before the name was adopted in place of SS Cars Ltd.

Apparently the brand name Jaguar was owned by Armstrong Siddeley - and old established English car manufacturer. Using Jaguar for the SS model was one thing but adopting it as the company and brand name was a different matter. Nowadays, it would take teams of lawyers, months of negotiation and a lot of money changing hands to clear such a brand name transfer. In post war England all it took was a telephone call from Lyons and a confirmation letter in reply from Sir Frank Spriggs, Managing Director of Armstrong Siddeley.

Graham