Harley-Davidson Logo
The Harley Davidson logo is certainly one of the most famous logos in the world. The logo is popularly referred to as the "Bar and Shield" logo. Harley Davidson is not only a name, but also a legend and cannot be separated from the bikes mechanical transformations and performance successes. The history of the Harley-Davidson motorcycles began in Milwaukee in 1902, when 21-year-old William S. Harley created a design for a one-cylinder motorcycle. A year later, in 1903, he partnered up with 20-year-old Arthur Davidson to assemble the first Harley-Davidson Motorcycle. The original logo was designed by Arthur Davidson when he crudely scribbled Harley Davidson Motor Company on the wooden front door of their original 10’X 15’ shop in 1903.
The company had moved to a larger facility in 1910 and began to make motorcycles for police departments. The famous Bar and Shield logo in orange and black was registered with the patent office in the year 1910. There is no record of who designed it or where the bar and shield originated. It is reasonable to assume William S. Harley, an engineering graduate of the University of Wisconsin, designed the original logo shape. He used the original scribbling of his partner in 1903 and added shapes that resembled highway signs of the era.
Harley Davidson used several logos over the early years to identify its bikes with various shapes that were attached to the gas tanks. Some had wings, with just the name Harley Davidson nestled in straight horizontal lines and crosses. The art deco "eagle" design became the next Harley logo. It was painted on every Harley in 1933 to try and stimulate sales after the depression. It was after 1930 when motorcycle riders were being thought of as outlaws, and using the skull and crossbones as their emblem. The company needed to change this image. Willie G. Davidson came up with the "skull and wings" logo.
For Harley's 50th anniversary a V logo was made. This logo was put on the fender of every 1954 model bike. However, the official logo remained the “Bar and Shield”. The first Harley-Davidson logo to appear in an ad campaign features the now world famous "Harley-Davidson Motor Cycles" emblem in red and green. It is a historic advertisement from the 1920s and suggests that the company saw itself as a global rather than national force in the manufacture and sale of motorcycles. Today the logo is only slightly changed and kept in orange and white, but it is otherwise virtually the same as the original logo design.
That shape was modified in 1965 to make it more contemporary with two vertical curves along the side to meet the stylized shapes of the sixties, resembling the route 66-highway sign. Harley Davidson wanted to set itself apart from its new Japanese competitors with their sleek, swift designs by retaining the rural American traditions of its past. It is not known who did the actual design modifications but it evokes images of long highways through classic American landscape, the roar of an engine sounding like a thunder clap and the polish of chrome doing its best to imitate lightning. The Harley Davidson logo includes black, white and orange color, giving it a very strong contrast. The background stays black while the fonts are written in orange on the shield and in white over the bar, presenting a picture of solidarity and elegance. The fonts of the Harley Davidson logo are simple and caps locked. The bar shows fonts of the same size while the size changes sequentially in the shield. Nevertheless they are simple and bold enough to catch all the praise the brand is worthy of.
The Harley Davidson logo is an excellent example of a trademark that evolved over a period of time to help claim market share and established branding remaining contemporary to its time. Although no one designer can stake a claim its success, many helped refine its image to establish its iconic shape. The logo itself has generated millions of sales and the marketing of the logo has become a yearly $41 million dollar business in itself. Today the logo remains a powerful and a famous sign symbolizing the free spirited individuals that characterize the American landscape. The uniformity and simplicity of the Harley Davidson logo is proof of its success, growth, popularity and development over the past 100 years.
Sources
<www. powerpassion.nl/harley/story-engels.html>
