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The logo for the popular alcoholic drink Jägermeister was found not to be religiously offensive by a Swiss court earlier this week.
Judges in Switzerland rejected Monday a case brought by the country's Federal Institute of Intellectual Property demanding the emblem be restricted because the image was offensive to the religious beliefs of some citizens.
The institute said the image – a stag with a cross between its antlers – could offend the country's Christians due to the religious symbol on the bottle's label and had blocked attempts by the German brand to expand its trademark beyond alcohol and clothing.
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An institute in Switzerland said the logo -- a stag with a cross over its head -- could offend the country's Christians due to the religious symbol on each bottle. They had blocked attempts by the German brand to expand its trademark. (Jagermeister)
Judges said while the story behind the logo comes from an old Christian tale, the modern consumer associates it with the alcohol.
They ruled the "intensive" use of the image by Jägermeister had "weakened its religious character" over time and no one was likely to be offended, according to Swissinfo.
The logo's origin stems from the eighth-century legend of St. Hubertus.
1935AD Germany, foresters and gamekeepers in Germany were called jägermeisters, so when they decided to create a drink by the same name what better image to affiliate themselves with but the patron saint of hunters?
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Before becoming the "Apostle of the Ardennes," St. Hubertus was a devoted hunter who was chasing a stag on Good Friday when he received a vision of a glowing crucifix between the animal's antlers.
Legend says a heavenly voice spoke to him about living a more holy life and he converted to Christianity after that revelation.
Foresters and gamekeepers in Germany were also called jägermeisters. When the company was founded in 1935 in Germany they reportedly decided to create a drink by the same name and use the image of the patron saint of hunters, according to Italo-Americano.
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Considering it's now the 21st century, judges ruled Jägermeister is free to use the logo for all promotional activities and products in Switzerland — including cosmetics, mobile phones, or telecommunications services.
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