The Evolution of the Harley Davidson Logo: From Classic to Modern

For over a century, the Harley Davidson logo has been an unmistakable symbol of heritage, freedom, rebellion and true American spirit. As the brand itself has evolved over the years, so too has its iconic emblem. From its humble beginnings in 1903 to the sleek, modern design we see today, the Harley Davidson logo has gone through several transformations, each marking a new chapter in the company’s history.

The original logo, affectionately known as the “Bar and Shield,” featured a simple, yet powerful design that showcased the brand’s commitment to strength and durability. Over the years, designers have added their own unique touches to the logo, incorporating elements such as the eagle, the word motorcycles, and even the American flag.

Today, the modern Harley Davidson logo stands as a testament to the brand’s enduring legacy and the loyalty of its customers. It serves as a visual representation of the freedom and spirit that has made Harley Davidson the cultural icon it is today.

Learn more about the evolution of the Harley Davidson logo, exploring how it has changed over time while remaining true to its heritage, resonating with generations of riders.

Evolution of the Harley Davidson logo

The Harley Davidson logo is one of the most iconic and recognizable symbols in the world. The story of its evolution dates back to the early 20th century when the company was founded in 1903 by William S. Harley and Arthur Davidson. In the beginning, the logo was a simple, straightforward design that reflected the company’s commitment to craftsmanship and reliability.

The original “Bar and Shield” logo, which debuted in 1910, featured a black shield with the words “Harley Davidson” and “motorcycles”. This minimalist design was a reflection of the company’s focus on producing high-quality motorcycles that could withstand the rigors of the open road. The bar on the logo symbolizes stability and strength, while the iconic shield signifies safety and protection.

In 1929, sales had slowed due to the depression, and it was at that time that Harley realized they needed to refresh their logo.It was at that time that Harley Davidson introduced the eagle symbol into the shield design. This new element was intended to convey a sense of power, freedom, and American patriotism – qualities that had become synonymous with the Harley Davidson brand. The eagle logo remained a fixture of the Harley Davidson brand for several decades, becoming a beloved and instantly recognizable symbol among the company’s loyal riders.

In 1933, Harley Davidson introduced the iconic orange and black color scheme which is still being used today. The orange was chosen to depict a sense of adventure, independence and rebellion, feelings that are likely invoked when riding a Harley. This color scheme has continued throughout Harley Davidson’s culture and is one of the most recognizable elements of the brand.

It was also during this time period that the “Skull” logo was debuted. Although this was an unofficial logo design, many of the “Outlaw Riders” took to this popular design. Today this logo is still used in Harley branding including the “Willie G. Skull Black Collection”, named after Willie G. Davidson, grandson to William A. Davidson, former Senior VP and Chief Styling Officer.

For Harley’s 50th anniversary they released a “V” shape bar and shield logo representing the sheer power of their V-twin engines. Bikes manufactured from 1953-1965 carried this metal badge logo as a medallion on their ride.

In the decades that followed Harley continued to thrive as a top motorcycle brand. In the 1960’s, the logo underwent another transformation, this time with the addition of a motorcycle silhouette. In 1965 Harley brought back the iconic shield design in black and white. This new design element was a nod to the company’s core product and served to further cement the brand’s association with the thrill and excitement of riding. It was at this point that riders fully accepted the bar and shield logo as the face of Harley Davidson.

As the 20th century drew to a close, Harley Davidson once again updated its logo, this time with a more streamlined and modern aesthetic. The shield shape remained, but the eagle and motorcycle silhouette were replaced with a sleek, stylized version of the Harley Davidson name. This new logo was designed to appeal to a younger, more urban demographic, while still maintaining the brand’s core values of power, freedom, and American heritage.

Today, the Harley Davidson logo continues to evolve, with the company experimenting with different variations and adaptations to keep pace with changing trends and consumer preferences. However, the underlying elements of the original “Bar and Shield” design remain a constant, serving as a visual anchor for the brand’s identity and helping to solidify its position as one of the most iconic and recognizable symbols in the world.

In 2019, Harley Davidson made the bold decision to remove the wording on the logo only including the well-recognized bar and shield with a modern gray and black design. This design change has shifted the Harley logo into the category of “historic logos” using the depiction as a tribute to the century old history. It’s because of Harley’s great brand recognition that they are able to use the bar and shield symbol as a stand alone logo with the adorning text and color scheme.

We’ve seen many companies, such as Apple® and Under Armour® move to modern highly recognizable logo designs. Both of these logos include a stand alone design without the need for wording, as consumers instantly recognize their brand. This is because these companies have become so successful and recognizable over the years that they no longer need the accompanying text.

Harley Davidson was able to do the same, moving to the muted standalone bar and shield design because of their sheer brand recognition over a 100+ years history. Utilizing a more modern design also allows the company to use the logo seamlessly in international markets transcending language and cultural barriers, making this logo timeless which can be used for many years to come.

During this rebrand Harley also unveiled a text–only logo that’s very simple, clean and straightforward mimicking the modern design of the bar and shield logo. These logos were introduced with the goal of a completely new and modern design by 2025.

The significance of the iconic Harley Davidson logo

The Harley Davidson logo is more than just a simple graphic design – it is a symbol that embodies the very essence of the brand and the culture that surrounds it. For over a century, the Harley Davidson logo has been a visual representation of the company’s commitment to craftsmanship, innovation, and the pursuit of freedom on the open road.

At its core, the Harley Davidson logo is a reflection of the brand’s American heritage and the rugged individualism that has come to define its loyal customer base. The shield shape, for example, is a nod to the company’s early days as a manufacturer of durable, high-performance motorcycles, while the eagle and motorcycle silhouette symbolize the power, freedom, and adventurous spirit that have become synonymous with the Harley Davidson brand.

But the significance of the Harley Davidson logo extends far beyond the company’s products and marketing efforts. It has become a cultural icon, a symbol of rebellion, and a rallying cry for a community of riders who share a deep, almost spiritual connection to their motorcycles and the lifestyle that comes with them. The logo has become a badge of honor, a way for Harley Davidson enthusiasts to signal their allegiance to a brand that represents something larger than just a mode of transportation.

In many ways, the Harley Davidson logo has become a reflection of the broader cultural and social trends that have shaped the company’s history. From the rugged individualism of the 1920s to the counterculture movement of the 1960s, the logo has evolved to keep pace with the changing times, while still maintaining its core values and identity. And as the company continues to adapt and evolve, the Harley Davidson logo will undoubtedly remain a powerful and enduring symbol of the brand’s enduring legacy.

Logo Evolution Wrap Up

The Harley Davidson logo has been a central and defining element of the brand’s identity for over a century. From its humble beginnings as a simple “Bar and Shield” design to its current status as a global cultural icon, the logo has undergone a remarkable evolution, reflecting the company’s changing priorities and the evolving needs and preferences of its loyal customer base.

Today, the Harley Davidson logo remains one of the most recognizable and iconic symbols in the world, a testament to the enduring legacy of the brand and the unique culture that surrounds it. Whether it’s appearing in movies, music, or fashion, the logo has become a powerful symbol of rebellion, nonconformity, and the pursuit of individual freedom.

As Harley Davidson looks to the future, the company will undoubtedly need to continue evolving and adapting its iconic logo to meet the changing needs and preferences of its customer base. But one thing is certain: the Harley Davidson logo will remain a central and defining element of the brand’s identity, a visual shorthand for the values, attitudes, and lifestyle that have made Harley Davidson a cultural icon for over a century.