Harley Owners Group® – the largest motorcycle riding club in the world – needed to update its logo to better reflect a future as bold as its members.

For 30 years, the original logo embodied Harley-Davidson’s commitment to independence, the open road, and its dedicated member base. The decision to update didn’t come easy. This is a logo sewn on the backs of leather jackets and inked on the skin of hundreds of thousands of Harley® motorcycle riders around the world. Not something you take lightly.

GS worked closely with Harley-Davidson to create design options that updated the logo but retained key components of the beloved original.