Rich Greco

HARLEY-DAVIDSON

Design direction and identity for Harley-Davidson Motor Company. Harley aimed to revamp their image and expand their appeal to both new riders as well as a global audience while still considering the deep affinity of their existing consumer base. The identity is built around the deconstructed shield with emphasis on the connective device between Harley and Davidson.

The brand’s iconic bar and shield logo was updated with a contemporary look and feel that leveraged its rich visual heritage, appealing to both Harley traditionalists and riders new to the sport. The identity sets Harley apart from the pack and establishes new road rules for branding every customer touchpoint.