Harley-Davidson Logo History

The logo employed by the Harley Davidson motorcycle company has a long and distinguished history, easily recognized in most part of the world. A logo was first used for the company on two motorcycles that were sold by Harley and Davidson in 1904. In fact, the very first logos, which read “Harley Davidson Motor Company”, were hand painted on the gas tanks of those first two bikes by Davidson’s own Aunt Jane. Jane created the red striping and logo and hand-painted both black bikes before they were delivered to the purchasers.

The more recognizable bar and shield logo currently employed by the motorcycle manufacturer first made its debut in 1910 and was officially registered at the US patent office in 1911. This highly identifiable logo can often be seen in early, now antique, advertising materials. Metal signs, stickers and early motorcycles usually carried the bar and shield and were most often found in the traditional company colors of orange and black. In later years, Harley Davidson tried their hand at production of snow mobiles and golf carts, along with the purchase of a travel trailer company. During this time, in the 1960s and 1970s, Harley lost the “motor company” designation on the logo and only reflected the company name, Harley Davidson.

Harley Davidson moved away from the bar and shield logo when the company was sold in the mid-1970s to AMF. The main logo was a temporary, generic red and white number one. While this was the main logo for a short time, the bar and shield logo was still stamped on various parts of manufactured bikes. When Harley Davidson took the company back from AMF, the bar and shield logo became the main logo again. The temporary number one logo from the “AMF years” can still be seen on some accessory products.

Though the logo has evolved from the original in 1904, the basic black and orange bar and shield is one of the most recognizable manufacturer emblems around the world. Harley Davidson is one of the few motorcycles manufacturers that markets more to the consumer after they purchase a bike, and those consumers who don’t even own a motorcycle. In 2004, Harley Davidson grossed 41 million dollars just selling the licensing rights to others to use their logo. Everyone who uses the Harley Davidson logo in their advertising, products, and even tattoos, must purchase the rights directly from Harley. As a symbol of Americana and traditional motorcycle values, the Harley Davidson logo is one that has endured for over a century.