Harley-Davidson H.O.G. Logo
The Evolution of an Icon
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.
Harley Owners Group engaged its members directly – making them part of the new logo process – by having GS build a microsite that encouraged members to vote on several proposed logo designs. In the end, more than 100,000 H.O.G. members worldwide voted online and overwhelmingly selected the winning logo.
The refreshed logo implements a modern design that embodies the dynamic culture of the H.O.G. community. The new logo brings the Harley-Davidson Bar & Shield into the heart of the design, proudly representing H.O.G. as the official riding club of Harley-Davidson. The eagle also shifts its gaze to better balance the logo.
The new design successfully evolves one of the most recognized symbols in motorcycling.
This brand refresh is the latest in a series of enhancements to the H.O.G. membership experience that GS has helped develop, including a refreshed members-only website, updates to the company’s Ride Planner online ride mapping service, and launching a digital edition of HOG® magazine for tablet devices.
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