Harley Davidson Logo

Harley Davidson Logo PNG

The Harley-Davidson emblem, also known as the Bar-and-Shield, pays tribute to the brand’s history and is known worldwide as the hallmark of the manufacturer of legendary American motorcycles. The modern version of the emblem reflects a new concept aimed at the future and the close connection between the past and the future.

Meaning and History

Although the company was founded in 1903, the Harley Davidson logo appeared several years later: according to one version, in 2009, and according to another, in 1910. The brand name immediately became famous in races and endurance tests: the motorcycles took the first seven places.

Janet Davidson invented the famous design. She worked at her uncle Alexander McNabb’s lingerie store and used her artistic talent to create original monograms for delicate textiles. She enjoyed this so much that Janet made a badge for Harley Davidson; she applied it to motorcycles, decorating each tank and wing with a pattern. The elder sister was proud to help her brothers and participate in making their dreams come true.

This logo has been in use for over a hundred years. In 1982, it was officially registered with the U.S. Patent and Trademark Office. Apart from that, there were temporary trademarks associated with anniversary dates. In 1953, when the first Harley Davidson motorcycle turned 50, the company celebrated this event with a new emblem. The design was carefully thought out: the letter “V” indicated the type of engine, and the version with the medallion was so liked by the owners that they decided to keep it on the front wings of all 1954 motorcycles.

In 1976, for the bicentennial of the USA, artist Paul Smith changed the design of the mark, adding an eagle to it. This variant first appeared on Liberty Edition models. In 1978, for Harley Davidson’s 75th anniversary, another logo was created, but it appeared only on souvenir products. A little later, company managers realized the advertising potential of emblems, and for every fifth anniversary after 1978, they began to release a special series of motorcycles with anniversary signs.

What is Harley-Davidson?

Harley-Davidson is a legendary motorcycle brand from the USA. The company was founded in 1903 by mechanical engineer William S. Harley and three businessmen from the Davidson family (Arthur, Walter, and William). The headquarters of this cult brand is in Milwaukee, Wisconsin.

1910 – 1953

On the logos of those years, the phrase “Harley-Davidson” is written with a hyphen and is located in the very center of the brand name. Around the perimeter, it is located in a rectangle with a double frame. The letters are white, narrow, and elongated. The words “TRADE” (left) and “MARK” (right) are typed in small font on the outermost stripe.

A horizontal figure divides two-sided triangles into two halves, resembling shields. At the top is the word “MOTOR,” and at the bottom is “CYCLES.” The letters are of different sizes: they are large in the middle and small at the edges, so the words look like pyramids. The triangles are direction indicators.

1953 – 1981

In 1953, an anniversary emblem appeared, which the administration liked so much that it was decided to use it instead of the main emblem. In the center is a horizontal rectangle with the inscription “Harley-Davidson.” It resembles handwritten text and is executed in a casual font with an imitation of engraving. The letters are connected, semi-cursive.

The background of the rectangle is the Latin letter “V,” indicating the type of engine. At the top is a shield, indicating the brand’s age – “50 years.” In the sharp triangle formed by the “V” sign, the inscription “AMERICAN MADE” is placed in two rows. All elements are drawn in a circle, making the logo look like a medal.

1981 – today

The modern version is almost identical to the debut one. The only difference is the decorative design of the corners of the shield and a more compact arrangement of letters in the central inscription.

Font and Colors

The first symbol, invented by Janet Davidson, is called Bar-and-Shield, as it represents a heraldic shield divided in the middle by a horizontal bar. At the top is the inscription “MOTOR,” at the bottom is “CYCLES” (sometimes “COMPANY”), and in the middle is “HARLEY-DAVIDSON.” This version is considered standard, but each company office has its unique logo. The version created in 1965 is considered iconic. It differs from the classic one with bold letters, wide frames, and a black-and-white color scheme (original).

In 2019, the manufacturer announced a global redesign, stating that the first motorcycles with new emblems would go on sale in 2020. The style change will occur in stages, and the visual concept will change by 2025 to give fans time to get used to the new look of the brand. The old symbol will remain but as a tribute to a bygone era. It will still be used in the context of the company’s heritage.

The designers of the modern emblem retained the Bar-and-Shield, also known as the shield and bar. It represents a heraldic shield divided into two parts by a horizontal rectangle. The new version conveys the modern style of Harley Davidson. The corners and proportions have slightly changed, and the lines have become a little thinner.

The classic logo contains orange letters “MOTOR,” “CYCLES” (“COMPANY”), and a white “HARLEY-DAVIDSON.” The text on the shield is in a non-standard font: the letters “MOTOR” are stretched upwards, and the letters “CYCLES” are stretched downwards as a frame. The company name is in a standard bold grotesque. The background color is black.

The new, minimalist emblem does without inscriptions. There is no particular variety in the palette: the monochrome version of the shield is presented in black and white.

Harley Davidson color codes