Harley Davidson

Official Websites

• https://www.harley-davidson.com
• https://www.harley-davidson.com/parts
• https://www.harley-davidson.com/us/en/shop/c/screamin-eagle
• https://www.harley-davidson.com/us/en/content/hog.html
• https://www.h-dvisa.com
• http://www.harley-davidson.com

Brand Guidelines

2001

Brand Summary

Mission

• Harley-Davidson’s mission is to preserve and protect the power of its brand, ensuring its legacy lives on and maintaining a consistent and strong presence in the marketplace. The brand stands for something important enough that people tattoo it on their skin, representing a way of life and a direct line to people’s emotions [^1].

Core Values

• strength
• tradition
• heritage
• quality
• pride
• consistency

Target Audience

• The target audience includes corporate employees, distributors, dealers, licensees, suppliers, marketing partners, and customers who value the Harley-Davidson experience and lifestyle [^2].

Personality Traits

• bold
• rugged
• classic
• robust
• authentic
• emotional

Visual Identity Overview

• The visual identity is centered around the Bar & Shield logo, using strong, bold shapes, high contrast colors (Pantone® 165 Orange, Black, and White), and classic typography. The guidelines emphasize logo integrity, color precision, clear space, and consistent presentation across all applications [^3].

Categories

Brand Imagery

• To protect design integrity, Harley-Davidson has established standards for a clear space around logos. This area of isolation, based on the height of the “H” in “Harley-Davidson” allows the logo to command visual attention. No typography or design element may be placed within this area.
• The primary placement of the® is outside the Bar & Shield, and centered below the “N” so that it is legible and noticeable.
• When the design is self-contained, as on metal pins, embroidered designs, or in small applications (width of 5mm or less), incorporate the ® within the logo.
• The two official versions of the Bar & Shield logo—one in color and the other in black and white—are shown above. The color version must use Pantone® 165 Orange and Black.
• In self-contained and small applications, or when the width of the Bar & Shield is 5 millimeters or less, this contained ® version is also used.
• Special artwork, consisting of the Bar & Shield framed in white, is used whenever the logo is placed on a dark background.
• Do not use unframed artwork when reproducing the Bar & Shield on a black background. Use the special logo that includes a white frame.
• Do not alter the dimensions or change the proportions of the Bar & Shield. This can be ensured by locking the dimensions when you are resizing artwork.
• Do not make alterations to, or substitutions for the words and/or colors contained within the Bar & Shield logo. Use the artwork and colors as provided in these guidelines.
• Never apply the Bar & Shield to visually competitive backgrounds and avoid confining it within a shape.

Color Palette

• The two official versions of the Bar & Shield logo—one in color and the other in black and white—are shown above. The color version must use Pantone® 165 Orange and Black.
• Do not make alterations to, or substitutions for the words and/or colors contained within the Bar & Shield logo. Use the artwork and colors as provided in these guidelines.
• Special artwork, consisting of the Bar & Shield framed in white, is used whenever the logo is placed on a dark background.
• Do not use unframed artwork when reproducing the Bar & Shield on a black background. Use the special logo that includes a white frame.
• “Harley Orange” is used in the color versions of the Bar & Shield, the “MotorClothes American Legend,” and the Screamin’ Eagle® logos. “Motor Orange” is used in the color versions of the Genuine Motor Accessories and Genuine Motor Parts logos.
• “HARLEY ORANGE”-Must be specified as Pantone® 165, or as 60% Magenta, 100% Yellow in 4-color process printing.
• “MOTOR ORANGE”-Must be specified as Pantone® 159, or 65% Magenta, 100% Yellow, 9% Black in 4-color process printing.
• “H.O.G. BROWN”-Must be specified as Pantone® 464, or as 47% Cyan, 65% Magenta, 100% Yellow in 4-color process printing.
• “H.O.G. YELLOW”-Must be specified as Pantone® 130, or as 27% Magenta, 100% Yellow in 4-color process printing.

Typography

• The appearance and effectiveness of printed commu­nications relies greatly on typeface. Harley-Davidson has five suggested options that provide versatility while maintaining visual consistency. It is recommended that you incorporate no more than two different typefaces per document or written execution to minimize visual or graphic clutter.
• Americana Regular-The official Harley-Davidson corporate typeface and the typeface of the wordmark. Bodoni-A highly legible typeface, with many useful variations, including bold, roman and italic. Works well for headlines and text.
• Helvetica-An extremely versatile typeface that can be used in any variation, from light to bold, roman or italic. Serita-Has bold, light, roman and italic variations. Optima-A typeface with an historic feel.
• Americana Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdef ghijklmnopqrstuvwxyz 1234567890
• Bodoni ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdef ghijklmnopqrstuvwxyz 1234 5 6 7 890 Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Serita ABCDEFGHIJKLMNOPORSTUVWXYZ abcdef ghij klmnopqrstu vwxyz 12 34 5 6 7 8 9 0
• Optima ABCDEFG H IJ KLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Logo Usage

• To protect design integrity, Harley-Davidson has established standards for a clear space around logos. This area of isolation, based on the height of the “H” in “Harley-Davidson” allows the logo to command visual attention. No typography or design element may be placed within this area.
• The primary placement of the® is outside the Bar & Shield, and centered below the “N” so that it is legible and noticeable.
• When the design is self-contained, as on metal pins, embroidered designs, or in small applications (width of 5mm or less), incorporate the ® within the logo.
• The two official versions of the Bar & Shield logo—one in color and the other in black and white—are shown above. The color version must use Pantone® 165 Orange and Black.
• In self-contained and small applications, or when the width of the Bar & Shield is 5 millimeters or less, this contained ® version is also used.
• Special artwork, consisting of the Bar & Shield framed in white, is used whenever the logo is placed on a dark background.
• Do not use unframed artwork when reproducing the Bar & Shield on a black background. Use the special logo that includes a white frame.
• Do not alter the dimensions or change the proportions of the Bar & Shield. This can be ensured by locking the dimensions when you are resizing artwork.
• Do not make alterations to, or substitutions for the words and/or colors contained within the Bar & Shield logo. Use the artwork and colors as provided in these guidelines.
• Never apply the Bar & Shield to visually competitive backgrounds and avoid confining it within a shape.

Visual Style

• To protect design integrity, Harley-Davidson has established standards for a clear space around logos. This area of isolation, based on the height of the “H” in “Harley-Davidson” allows the logo to command visual attention. No typography or design element may be placed within this area.
• The primary placement of the® is outside the Bar & Shield, and centered below the “N” so that it is legible and noticeable.
• When the design is self-contained, as on metal pins, embroidered designs, or in small applications (width of 5mm or less), incorporate the ® within the logo.
• The two official versions of the Bar & Shield logo—one in color and the other in black and white—are shown above. The color version must use Pantone® 165 Orange and Black.
• In self-contained and small applications, or when the width of the Bar & Shield is 5 millimeters or less, this contained ® version is also used.
• Special artwork, consisting of the Bar & Shield framed in white, is used whenever the logo is placed on a dark background.
• Do not use unframed artwork when reproducing the Bar & Shield on a black background. Use the special logo that includes a white frame.
• Do not alter the dimensions or change the proportions of the Bar & Shield. This can be ensured by locking the dimensions when you are resizing artwork.
• Do not make alterations to, or substitutions for the words and/or colors contained within the Bar & Shield logo. Use the artwork and colors as provided in these guidelines.
• Never apply the Bar & Shield to visually competitive backgrounds and avoid confining it within a shape.

Layout And Composition

• To protect design integrity, Harley-Davidson has established standards for a clear space around logos. This area of isolation, based on the height of the “H” in “Harley-Davidson” allows the logo to command visual attention. No typography or design element may be placed within this area.
• Do not alter the dimensions or change the proportions of the Bar & Shield. This can be ensured by locking the dimensions when you are resizing artwork.
• Do not make alterations to, or substitutions for the words and/or colors contained within the Bar & Shield logo. Use the artwork and colors as provided in these guidelines.
• Never apply the Bar & Shield to visually competitive backgrounds and avoid confining it within a shape.
• Special artwork, consisting of the Bar & Shield framed in white, is used whenever the logo is placed on a dark background.
• Do not use unframed artwork when reproducing the Bar & Shield on a black background. Use the special logo that includes a white frame.
• In self-contained and small applications, or when the width of the Bar & Shield is 5 millimeters or less, this contained ® version is also used.

Trademark Usage Guidelines

• To protect design integrity, Harley-Davidson has established standards for a clear space around logos. This area of isolation, based on the height of the “H” in “Harley-Davidson” allows the logo to command visual attention. No typography or design element may be placed within this area.
• The primary placement of the® is outside the Bar & Shield, and centered below the “N” so that it is legible and noticeable.
• When the design is self-contained, as on metal pins, embroidered designs, or in small applications (width of 5mm or less), incorporate the ® within the logo.
• The two official versions of the Bar & Shield logo—one in color and the other in black and white—are shown above. The color version must use Pantone® 165 Orange and Black.
• In self-contained and small applications, or when the width of the Bar & Shield is 5 millimeters or less, this contained ® version is also used.
• Special artwork, consisting of the Bar & Shield framed in white, is used whenever the logo is placed on a dark background.
• Do not use unframed artwork when reproducing the Bar & Shield on a black background. Use the special logo that includes a white frame.
• Do not alter the dimensions or change the proportions of the Bar & Shield. This can be ensured by locking the dimensions when you are resizing artwork.
• Do not make alterations to, or substitutions for the words and/or colors contained within the Bar & Shield logo. Use the artwork and colors as provided in these guidelines.
• Never apply the Bar & Shield to visually competitive backgrounds and avoid confining it within a shape.

Authorized Dealer Rights

• Harley-Davidson trademarks are a potent weapon in the dealers’ sales arsenal. But having the right to use them car­ries with it a certain responsibility. While you may be tempt­ed to use them at every opportunity, there are very strict guidelines on how Harley-Davidson trademarks can be used by authorized dealers. So please familiarize yourself with these guidelines and adhere to them at all times. • To the extent that a dealership name/logo includes “Harley­Davidson” and/or the Bar & Shield or other Harley-Davidson utilized trademarks, that dealership name and logo is the property of Harley-Davidson and may be used only as specified by Harley-Davidson. All uses thereof must con­fonn to trademark law, the Dealer Contract and the General Terms and Conditions of Sale, and Harley-Davidson poli­cy as communicated from time to time. • Dealers do not have the authority to grant permission for the use of ANY Harley-Davidson trademarks or copyrighted materials to any third party for any purpose, and should not share the Dealer Ad Planner CD with anyone other than the dealer’s advertising agency. • Dealership names and logos may be used only in associ­ation with events of which they are actually a sponsor. Only if the dealership is the sole or main sponsor may the dealership name/logo be given greater prominence than any other sponsor. All sponsorships intended for co-op consideration must be pre-approved by the Marketing Communications Department. • The Bar and Shield by itself should never be used in connection with dealer sponsored events. It is preferable that the dealer’s logo be used in connection with such events. At minimum, however the dealer’s name must appear immediately above or below the Bar & Shield in a// applications (signs, banners, ads, merchandise and fliers). • Dealers may not create or have produced any merchandise bearing dealership names and logos other than through authorized licensees and approved channels without Harley-Davidson’s approval. If a dealer is participating in a multi-sponsor event in which someone other than the dealer (e.g. the promoter) is creating merchandise in connection with the event, dealership names/ logos may not be applied to the non-licensed merchandise unless all sponsors are represented equally. • Dealers must notify their District Manager (DM) of all planned sponsorship events. Harley-Davidson has certain national alliances which may preclude the dealer from linking our brand to those in competition with our national allies (i.e., beer and automotive). • Dealers must contact and obtain approval from the Harley­Davidson Marketing Department before they begin any marketing effort that implies a relationship between Harley-Davidson and any other brand or entity. • All new dealer logos and any revisions to existing dealer logos must be approved by the Dealer Development Group and Trademark Enforcement. Dealers’ logos and/or graphics intended for use on licensed or imprinted merchandise must be reviewed and approved by General Merchandise. • Dealers do not have the right to use the Motor Company version of the Bar & Shield logo. Use of this logo is for internal corporate communications only, never in conjunc­tion with actual products or by dealers.

Internet Guidelines

• We understand that the Internet is a powerful marketing tool, allowing you to communicate with current and potential customers quickly and easily. It is essential, however, that the information communicated comply with our dealer and distribution sales and services agreements. It must ensure customer satisfaction and safety, and must also be consis­tent with our rights and obligations, copyrights, trademarks, applicable law and other business agreements worldwide. To make sure this happens, Harley-Davidson has developed the Web Site Development and Maintenance Policy.
• The complete guidelines for dealer Web sites, including the Web Site Development and Maintenance Policy, linking instructions, and the Web site review request form can be found in the Marketing section of h-dnet.com.
• For more information on creating a Web site or having a Web site linked to Harley-Davidson.com, please contact the Interactive Communications Department at 414.343.8300.
• At this time, Harley-Davidson Motor Company does not require Harley-Davidson dealers or distributors to operate dealer/distributor public Web sites. If a dealer or distributor chooses to develop and maintain an authorized public Web site, the site must follow the Web Site Development and Maintenance Policy, which contains important information on proper use of the following Web site components:
• Dealer domain names should conform as closely as possi­ble to the dealer’s store name. “Harley-Davidson,” if it is included in the dealer domain name, may be used without hyphenation, or abbreviated as “HD”, “H-D”, or “Harley”. Domain names that refer generally to the Company or any of its specific products (e.g., harley-davidson.com; harley­bikes.com; motorclothes.com) are reserved for use by Harley-Davidson and may not be reserved by any one deal­ership for its exclusive use. Domain names should be regis­tered in the dealer’s name.
• Dealers are responsible for all Web site content, including any advertising space sold to third parties. All provisions of the Dealer Agreement with respect to use of the Company’s trademarks are in full force and effect on the Internet. The Company’s guidelines (regulating proportions, spacing, colors, type styles, etc.) are in full force and effect on the Internet. All trademarks owned by the Company should be appropri­ately marked with® or TM. A list of trademarks and their proper markings is available on h-dnet.com and should be passed on to the Web site administrator.
• Advertising or promotion of products and services on deal­er/distributor Web sites displaying Harley-Davidson Motor Company trademarks is limited to products and services marketed by the Company and may not include competitive brands or references to competitive-brand Web sites.
• Harley-Davidson dealers participating in a Web-based promotion (or any other promotion) should follow the guide­lines as stated in the Authorized Dealer Rights and outlined below: • Dealers participating with a regional or a national brand, company, or organization must clearly identify their deal­ership name and location. • A Harley-Davidson Motor Company disclaimer must be included in related content on the promotional Web site. This disclaimer should read, “This promotion I campaign / sweepstakes / other is not sponsored by Harley-Davidson Motor Company.”