the figurative name
One of the most prestigious brand names in motoring, Jaguar, first appeared on a car in September 1935. This was three years before events that signalled the start of World War II. The unfortunately named SS Jaguar was created by motorcycle enthusiast William Lyons who founded the Swallow Sidecar Company in 1922 in Coventry the home of British automobile manufacturing from the 1920’s to the 1960’s. The SS, referring to these initial letters of Swallow Sideca , was dropped after the war. Lyons apparently had a list of 500 fast moving animals ready to use for his new brands.
The association of the jaguar with the car is not only one of speed, but also of extended shape, sleekness, style, power and eminent status. This linking of characteristics between the target brand and the animal source provides an intriguing wealth of branding potential allowing for a range of design and strategic interpretations discussed further in our White Paper under Newsletters. Any of the qualities of the source figure can be enlarged upon for strategic branding purposes and in Jaguar’s case, that of its muscular sleekness, burst speed, shape when sprinting and status as king predator are all conspicuously used. It’s a massive branding royal flush.