Harley-Davidson Visual Identity and Trademark GuidelinesTABLE OF CONTENTS3PROTECTING OUR BRANDS4HARLEY-DAVIDSON VISUAL IDENTITYBar & Shield Logo“MotorClothes American Legend” LogoGenuine Motor Parts and Accessories LogosScreamin’ Eagle® LogoHarley Owners Group® LogosColorTypography10PHOTOGRAPHY AND VIDEO GUIDELINES11TRADEMARK USAGEHow to Use Our TrademarksAuthorized Dealer Rights13GENERAL INTERNET GUIDELINESInternet GuidelinesInternet PromotionCONTACT INFORMATIONShould you have any questions about using Harley-Davidson logos and trademarks — or just need some clarification — please refer to h-dnet.com or contact the following offices:H-D Michigan, Trademark Inquiries 734.665.9243H-D Marketing Communications, General Brand or Visual Identity Guidelines Inquiries 414.343.7252Information herein regarding the use of Federal Trademark Symbols relates to the U.S. and Canada only, and should not be applied to other markets.PROTECTING OUR BRANDSHarley-Davidson logos and trademarks symbolize more than justthe quality and heritage of our products. They stand for some-thing important enough that people tattoo them on their skin. It’s something that can’t easily be expressed with words, but is felt in the soul. For many, “Harley-Davidson” isn’t a name or a brand.It’s a way of life.Although it may be more difficult to capture the Harley-Davidson experience on paper, all members of the H-D family — corporateemployees, distributors, dealers, licensees, suppliers, and marketingpartners alike—must use words and symbols to communicate witheach other and our customers. Our “visual identity” encompassesall of the ways our brand is communicated graphically—from logosand trademarks to color and typeface. It gives us a direct line topeople’s emotions, instantly triggering all the thoughts and feelingspeople associate with Harley-Davidson. So all elements of our visualidentity must reflect the strength and tradition that Harley-Davidsonrepresents. All the time.Our logos and trademarks are some of our most valuable assets, soauthorization to use them can only be given by the Harley-DavidsonMotor Company. To preserve and protect the power of those marks,it is essential that everyone with the right to use them does so correctly. The material that follows is designed to provide clearguidelines on how to do that. And it also sets standards that allowus to maintain a consistent and strong presence in the marketplace.If you are about to use the Harley-Davidson name, trademarks, orlogos you should confirm with your Harley-Davidson Motor Companycontact that you are an authorized user. You are in the uniqueposition to protect and build the Harley-Davidson brand, and toensure its legacy lives on. So embrace this opportunity. Take pridein it. And uphold what Harley-Davidson is all about.3In self-contained and small applications, orwhen the width of the Bar & Shield is 5 millimeters or less, th...
