Harley-Davidson Eye Chart Logo

1919 Harley-Davidson Logo

When the original is framed and seen up on a wall, a person might think ‘abstract art’. On closer inspection, you’d recognize that it’s an engineer’s effort to illustrate creative design elements. Call the original Harley-Davidson drawing engineered art.

Fast forward a 100+ years.

Carefully sequestered away, in an attic far from the light of day, a pair of courageous hands, intent on saving a fragment of the brand—unearthed a refreshed version of the Bar’n’Shield company logos.

To motorcycle purists, the new version might be compared to that mystery of the Al Capone Vault, hosted by Geraldo Rivera.

New “Eye Chart” Lettering Logo

A nothing burger!

Back in Q4 2019 and with little commotion, Harley-Davidson replaced the Bar’n’Shield artifact with a new Shield and Strip. The refresh started with the introduction of the 2020 model range and the rolling thunder style refresh (Rolling Thunder, contrasts the traditional lightning bolt launch process with a more gradual, momentum-building process) of the new “brand language” and visual concepts will be completed by 2025.

Refreshing a logo is less dramatic and the makeover designer works with creative elements that are already in place and will typically make small shifts to what’s already there by adding messaging, updating colors, or simplifying the look and feel.

In fact, the motor company stated; “The well-known shape has undergone a change in the proportions and angles of inclination of the curves, the main lines forming the logo have also become thinner and lighter. The minimalistic and clean design looks more balanced and modern. It also fits perfectly into the logo using both on motorcycles and Harley-Davidson accessories.”

H-D Classic Bar’n’Shield Logo

The classic orange and black Bar’n’Shield Motor Cycles logo is being retired to the category of “historical logos.” On occasion it might be used as a tribute to the company’s heritage, but its use will be limited.

I’m of the opinion that Harley-Davidson should avoid directly comparing the renewal options or visual concepts to their old design as a measure of success.

Instead, focus on how the new brand lauguage represents your brand or speaks to your customers. Clearly, the intent of the logo refresh is to show existing customers that we’re modern and up-to-date and prospective customers that we are worthy of being considered for your next motorcycle purchase.

Solely refreshing the name of a company does not change their historical reputation.  It will not save the company, but at least it is a try!

Photos courtesy of Harley-Davidson.

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The 2018 Harley-Davidson Lineup — The New, Provocative and Peculiar

2018 Softail Lineup – Eight all-new models

When is “new,” “all-new,” “brand new,” “built from the ground up new,” “the newest,” “newer and refreshed,” advertising claims of an existing or previous Harley-Davidson really new?

Is there no objective basis by which to measure when a motorcycle is actually “new?”  What do you think?

It’s been reported that motorcycle enthusiasts are holding on to their old, reliable wheels for longer stretches of time, but Harley-Davidson wants to change that and has rolled-out the “brand new” 2018 #FreedomMachine models. Dealer launch video is HERE.

Send in the millennials and let’s make a deal!

Or in other words,  what the company is hopeful for after the ‘largest ever product development project’ was undertaken.

All-new Softail mono shock rear suspension

They may not look very different, but the 2018 changes to the engine, frame and suspension over shadow any “new” colors, new handle bar position or new seat thread design.  “All-new” is really what we’ve been promised to modernize these traditional bikes and it’s not a rehash of the old.

The quick read is that the Softail and Dyna product lines, as riders have known them previously, are gone.  The Dyna family is discontinued and the Dyna nameplates are now Softails!

Softail Big-Twin cruiser models

That’s the provocative and on the 2018 model revamp, all of the models that used to be in the Dyna’s lineup — the Fat Bob, Low Rider and Street Bob — rolled into the Softail lineup — Softail Slim, Heritage Classic, Deluxe, Fat Boy and Breakout — Harley completely redesigned the Softail chassis.  Not a minor cosmetic change, but a complete overhaul of the entire frame and suspension.  The new under-seat mono shock rear suspension aims to offer improved ride quality, traction, and control while the triangular swingarm maintains the classic lines of a hardtail frame.  The revamp also includes key accommodations for last years release of the Milwaukee-Eight, the first four-valve-per-cylinder heads engine packaged into the classic 45-degree V-twin.

From the styling department, all the new 2018 bikes have a much darker and aggressive paint scheme.  It’s largely a brooding “protester” feel with colors matched and with a “masked” or blacked out engine. There are smaller changes to individual models such a color-coded inner fairings, new wheels (including a 21” one for the Road Glide) and different exhaust finishes.  Oh and don’t forget that riders can now pair Bluetooth headsets with the stereo to remain wirelessly “connected” — on its top-of-the-line touring models.

I’ll address the hype right here: Your motorcycle and your smartphone are starting to have a lot in common, though only one can be used to take a selfie — at least for now.

115th Anniversary Eagle Badge

Lastly, the motor company announced the 115th Anniversary edition motorcycles.  There will be two limited-edition, serialized designs with 115th Anniversary Eagle and special anniversary paints available on nine different models in 2018 to celebrate the birthday.

But, what about that peculiar…

In the social media and PR launch extravaganza for the 2018 line up earlier this week, Harley-Davidson quietly discontinued the V-Rod.

Discontinued V-Rod

The 2017 V-Rod Muscle and Night Rod Special are the final iterations of the VRSC (V-Twin Racing Street Custom) line.  You may recall this motorcycle had the Revolution engine that was co-developed with Porsche and based on the VR-1000 Superbike that Harley used in competitive drag racing.  It had a hydro formed tubular frame, a gas tank under the seat with round-topped airbox cover up front posing as a gas tank.

This was often referred to as the Harley for the non-Harley motorcycle rider and was a testimony that engineers and the brand were capable of doing something very different.  It was introduced in 2001 and discontinued 16-years later.

It would seem that Harley-Davidson is no longer “building products that fulfill customers dreams on the drag strip!”

Photos courtesy of Harley-Davidson

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