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New Logo for Harley Owners Group by GS Design



Noted Apr. 2, 2014 by Armin

Industry / Lifestyle Tags /


“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)

Design by

GS Design (Milwaukee, WI)

Related links

GS Design project page

Relevant quote
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.

GS Design project page

Images (opinion after)
New Logo for Harley Owners Group by GS Design
New Logo for Harley Owners Group by GS Design

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.

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