A Classic British Logo Turns International


Jaguar, a lasting symbol of classic British luxury, has long been one of Britain’s globally best known brands. Seen in exclusive locales ranging from James Bond movies to the toniest country club parking lot, a Jaguar logo is synonymous with wealth and power, a maker of sports cars, luxury sedans, and vehicles that cater to the tastes of the wealthiest members of society. However, many worry that this british logo brand will be diminished by its sale to Indian carmaker Tata.

How will this affect a classic and well recognized British brand? Many industry specialists feel that the worry over the continuing ascendance of the brand is unnecessary. Those who lament the foreign control of this British automotive logo design brand ignore the fact that Jaguar has been owned by American auto maker Ford for the better part of two decades. Far from diminishing, the brand has flourished under foreign ownership and returned to the image it enjoyed in its heyday.

The Jaguar brand logo was created in the twenties by William Lyons, who initially sold the automobiles at reasonable prices. The product was both affordable and attractive, and quickly became a fixture on British streets. When the company launched a highly successful racecar that was at the time the fastest in the world, the brand began its ascendancy to one of Britain’s top brand. Every successive model pushed the brand ever higher, along with the price. By the seventies, the Jaguar logo was a worldwide symbol of luxury and the UK.

However, the brand began to diminish when it had technical difficulties under British Leyland. The cars were less reliable and the company stopped producing the innovations that had given it the savvy image. When the company was bought by American auto maker Ford, the first order of business was to correct the technological problems and refresh the brand image to its former glory. However, even with American auto companies floundering, Ford’s decision to sell the British brand to an Indian company took many by surprise.

Will the Jaguar brand remain stalwartly British? All signs point to a resounding yes. The company has maintained and even enhanced its image even while being owned by a foreign auto maker. There is no reason that a different foreign car company would change this. If anything, Tata will likely try to bolster the British brand as it is such a valuable and integral part of the image.

Part of Jaguar’s strength is in its brand, as represented by a sleek and elusive wild feline. The jaguar is an animal known for its speed, sleekness, and rarity. This has made the jaguar both an excellent name and an appropriate image for a manufacturer trying to project a sporty yet classy image. The fact that the brand has not changed substantially over almost a century only adds to the strong and traditional image. If Jaguar can produce more racing winners, it will have completed regained its former image.

What does the future hold for this brand? Only time will tell. However, the brand seems poised to protect its reputation and move into the future.