“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, written by jkr.
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.”
Interestingly, Wilhelm Mast founded Mast-Jägermeister in 1878 in Wolfenbüttel. The original building – which still exists to this day – is dedicated to producing vinegar for the local canning industry and for the nearby mining works in the Harz mountains. More on that here.
And if you liked this post, you might also like to read about the origins of the Red Bull logo, from the Logo Design Love archives.