“The Jägermeister logo has been interpreted erroneously as a symbolic representation of the phrase, ‘Oh dear God.’ Perhaps a familiar refrain to those who have partaken too freely. The surrounding circle is the ‘O(h)’, the stag is the ‘dear’ and the cross represents ‘God’.”
Quoted from the book Champions of Design 2, by London-based jkr.
Image via gagfun.com
I featured the first Champions of Design book (free download) on davidairey.com, and many of the case studies are shown on the jkr website.
The Hubertus legend
The actual trademark story on the Jägermeister website is this:
“Only a legendary stag’s head would suffice, one with a beaming cross between its antlers. The stag that appeared to a wild hunter and converted him to Christianity. The same hunter who would later become the patron saint of all hunters: Saint Hubertus.
“This stag remains today, as it always has been, the Jägermeister trademark. A symbol of the preservation of our quality and tradition.”
Photo by Neha Sharma
