“The Harley Owners Group (HOG) is a sponsored community marketing club, operated by Harley-Davidson for enthusiasts of that brand’s motorcycles. The HOG is ‘the grandaddy of all community-building efforts,’ serving to promote not just a consumer product, but a lifestyle. The HOG has also served to open new revenue streams for the company, with the production of tie-in merchandise offered to club members, numbering over one million strong making it the largest factory-sponsored riding club in the world. […] The Harley Owners Group was created in 1983 as a way to build longer-lasting and stronger relationships with Harley-Davidson’s customers, by making ties between the company, its employees, and consumers. HOG members typically spend 30% more than other Harley owners, on such items as clothing and Harley-Davidson-sponsored events. Much of the intent of this branding effort is presenting Harley-Davidson as an American icon, with the focus on authenticity and pride in being American-made.” (Source: Wikipedia)
GS Design (Milwaukee, WI)
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.
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.
Images (opinion after)
The new eagle is pretty bad-ass. There is enough detail and abstraction to make it work both large and small. It's a little weird to see the Harley-Davidson shield without its typography; it makes it seem like there is something missing in the overall logo. The HOG typography is quite nice too, with its flared-spiked serifs. Overall, it's a vast technical and visual improvement over the old one.