Jägermeister and Saint Hubertus

“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’.”

Jägermeister logo

Quoted from the book Champions of Design 2, written by jkr (December 2012).

Jägermeister logo meaningImage via gagfun.com

The first Champions of Design book was featured on my other blog, and many of the case studies are shown on the jkr website.

The Hubertus legend

Here’s the actual trademark story (via Jägermeister):

“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.”

Jägermeister bottlePhoto by Neha Sharma

8 responses

  1. ‘The iconography of his legend is entangled with the legend of Saint Eustace’ -wiki

    not many logos that I know of have background stories like this. I’ll bet there are a few more out there…

  2. Hahahaha! I love the history of the logo. And, yes, I have exclaimed after a night of partaking in the Jager shot, “Oh dear god.”

  3. The Jägermeister logo is taken from the vision of Saint Hubertus. Jägermeister means “master hunter.”

    On Good Friday morning, when the faithful were crowding the churches, Hubert went hunting. As he was pursuing a magnificent stag, the animal turned and he beheld a crucifix standing between its antlers.

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