Quoted from the book Champions of Design 2, written by jkr.
Image via gagfun.com
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.”
Photo by Neha Sharma