1. automotive and vehicles
2. motorcycles

Table of Contents
The Harley-Davidson® Experience. . . . . . . . . . . . . . 2
Packaging Development Guideline
Logo & Trademark Usage
The Harley-Davidson® Experience
The Bar & Shield Logo. . . . . . . . . . . . . . . . . . . . . 31
Our Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Bar & Shield Descriptor Logos . . . . . . . . . . . . . . . 32
The Motorcycle . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Packaging Specifications. . . . . . . . . . . . . . . . . . . 33
Motorcycle Family . . . . . . . . . . . . . . . . . . . . . . . . 6
Packaging Design . . . . . . . . . . . . . . . . . . . . . . . .34
Motorcycle Terminology. . . . . . . . . . . . . . . . . . . . 7
Hang Tags and Labels. . . . . . . . . . . . . . . . . . . . . 35
The Engines. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Advertising & Promotional
Materials Guidelines
Logo & Trademark Usage
The Sound. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Slogans . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10-11
Logos & Trademark Guidelines . . . . . . . . . . . . . . .12
Advertising Specifications . . . . . . . . . . . . . . . . . . 37
The Bar & Shield. . . . . . . . . . . . . . . . . . . . . . . . . 13
Internet & Catalog. . . . . . . . . . . . . . . . . . . . . . . .38
The Bar & Shield – Color Versions. . . . . . . . . . . . . 14
POP/Third Party (non-licensee). . . . . . . . . . . . . 39-40
The Bar & Shield – Improper Usage. . . . . . . . . . . .15
The Bar & Shield – Staging . . . . . . . . . . . . . . . . . 16
Approval Process
The Bar & Shield – Other Usage . . . . . . . . . . . . . .17
Approval Process . . . . . . . . . . . . . . . . . . . . . . 42-43
Trademark Usage Guidelines. . . . . . . . . . . . . . 18-20
Licensing Approval Form . . . . . . . . . . . . . . . . . . . 44
Official Licensed Product Logo . . . . . . . . . . . . . . . 21
Retail Catalog Approval Form. . . . . . . . . . . . . . . 45
Official Licensed Product Logo – Color Version . . . .22
Web Site/Product Approval Form. . . . . . . . . . . . . 46
Official Licensed Product Logo – Staging. . . . . . . . 23
Licensee Submitted Budget & Forecast Form . . . . . .47
Royalty Sales Report. . . . . . . . . . . . . . . . . . . . . . 48
Product Development
Royalty Summary Sheet . . . . . . . . . . . . . . . . . . . .49
Rules of the Road . . . . . . . . . . . . . . . . . . . . . . 25-26
Dealer Show Meeting Form . . . . . . . . . . . . . . . . . 50
Motorcycle Photography . . . . . . . . . . . . . . . . . 27-28
Dealer Fixture Guide . . . . . . . . . . . . . . . . . . . . . .51
Product Design Development Support . . . . . . . . . . 29
Retail Fixture Guidelines. . . . . . . . . . . . . . . . . 52-54
Fixture & POP Analysis Request Form. . . . . . . . . . .55
1
o
o
The Harley-Davidson® Experience
As our Licensee, you are an important part of the Harley-Davidson family, a stakeholder in an icon
of Americana. A Harley-Davidson® motorcycle embodies the highest amalgam of tradition and
technology. It is recognized around the world as a symbol of freedom, strength, and durability. Just as
we demand the best in our motorcycles, we also expect the highest standards in all products which
display the Harley-Davidson trademarks. We are confident in your ability to join us in offering the most
authentic and desirable products to Harley-Davidson enthusiasts who embrace the open road with us.
The following pages present a glimpse of Harley-Davidson. It is intended to help you develop
Harley-Davidson branded products and services that will satisfy our customers. It provides the
strict rules of trademark usage, which must be followed. Harley owners are known for customizing
their motorcycles making each motorcycle unique and personal. We invite you to create products
with distinct personality, building on the basics we provide in this guideline. Your Licensing manager
will work with you to make sure you have all the ingredients necessary to develop exciting and
desirable products.
Being a Harley-Davidson Licensee is a different experience from working with any other brand in the
world. As a Licensee, you will be involved with Harley-Davidson dealers, riders, and enthusiasts. Our
brand encompasses a broad spectrum- young and old, male and female, professional and blue collar.
Some have been on motorcycles since youth, some may never ride at all. Yet all share a passion for
the core of the brand – the Harley-Davidson motorcycle. Our goal with you is to meet the demand for
products and services for this broad group of customers.
Have fun, let your creativity flow, and ride along with us.
Enjoy the journey!
2
The Harley-Davidson Experience
q
3
Our Mission We inspire and fulfill dreams around the world through
Harley-Davidson motorcycling experiences.
4
The Motorcycle
It all begins with the motorcycle, the core of the Harley-Davidson experience. In 1903, William Harley
and Arthur, William and Walter Davidson built their first motorcycle in a 10 x 15 foot shed in a
Milwaukee backyard. Over the past century their creation has become not only a fixture on the world’s
highways, but a symbol of America, the essence of freedom, adventure and individuality.
And while it is true that our motorcycles are the center of our universe, creating the experiences that
fulfill the dreams of our customers requires much more. In the end, we are not just selling products, we
are offering a unique and fulfilling way of life.
It is our challenge then, along with our Licensees, to design products for the long-time motorcycle rider,
the weekend enthusiast, and everyone who shares an affinity for the Harley-Davidson brand.
5
The Motorcycle Family
Our Motorcycles are grouped not only in model years, but in generations. Each new motorcycle retains
some of the traits of its predecessors, giving it a unique and utterly Harley-Davidson personality.
Sportster®
XL883 Sportster ® 883
XL 883C Sportster ®
883 Custom
XL 883L Sportster ®
883 Low
XL 1200C Sporster ®
1200 Custom
XL 1200L Sportster
®
1200 Low
XL 1200N Sportster ®
1200 Nightster™
XL 1200R Sportster ®
1200 Roadster
VRSCD
Night Rod ®
VRSCDX
Night Rod ® Special
FXDB Dyna®
Street Bob ®
FXDC Dyna®
Super Glide ® Custom
NEW FXDF Dyna®
Fat Bob™
FXDL Dyna®
Low Rider ®
NEW FXCWC Softail ®
Rocker™ C
FXSTB
Night Train ®
FXSTC Softail ®
Custom
FLSTF
Fat Boy ®
FLSTN Softail ®
Deluxe
FLSTC Heritage Softail ®
Classic
FLHRC Road King ®
Classic
FLHT Electra Glide ®
Standard
FLHTC Electra Glide ®
Classic
FLHX
Street Glide™
FLHTCU Ultra Classic ®
Electra Glide ®
FLTR
Road Glide ®
VRSC™
VRSCAWA V-Rod ®
Dyna®
FXD Dyna® Super Glide ®
FXDWG Dyna®
Wide Glide ®
Softail®
NEW FXCW Softail ® Rocker™
Touring
FLHR Road King ®
6
Motorcycle Terminology
Throttle
Turn Signal
Tank Emblem
Rider Seat
Fuel Tank
Headlamp
Rear Disc Brake
Front End
Frame
Exhaust Pipes
Transmission
Cover
Timer
Cover
Air Cleaner
Cover
Brake
Pedal
Oil Tank
Mirrors
Handlebar
Instrument
Console
Rear Fender
Front Fork
Turn Signal
Oil Tank
Front Fender
Front Disc
Brake
Horn
Rear Belt
Pulley/Sprocket
Shift Lever
Engine Cylinders
Clutch/Derby
Cover
Shown: FLSTF Fat Boy ®
7
Swingarm
Rear Belt Guard
The Engines
Knucklehead
Panhead
Shovelhead
Evolution®
Twin Cam 88®
Revolution™
Twin Cam 96™
Evolution® XL
1936-1947
1948-1965
1966-1983
1984-1998
1998-2006
2002-Present
2007-Present
1986-Present
8
The Sound
The sound that has been called the “most familiar rumble in all of motorcycling” is available to
our licensees for use on product. The PRO-AUDIO formatted CD features the distinctive idle and
acceleration sounds of a Harley-Davidson® V-Twin motorcycle engine. The engine sound has been
successfully incorporated into a variety of licensed products such as motorcycle and engine replicas as
well as children’s toys. Harley-Davidson reserves the right to review all sounds being incorporated into
its licensed products.
Consulting is available upon request with a staff sound engineer.
9
Slogans
There is nothing ordinary about a Harley-Davidson® motorcycle and there can
be nothing ordinary about the words that carry its message. The following
slogans are available for use on product and promotional items.
Poundin’ the pavement
The baddest of them all
The return to the hormone levels of your youth
Life should be so simple
It’s not a rational decision
Kiss normal good-bye
The boss’s thumb doesn’t reach this far
Every family has its black sheep
Ride hard or stay home
It’s not the destination, it’s the journey
Declare your independence
Pack light, ride big
Live to ride, ride to live
Breathing fire
Start your engine!
If you want all the comforts of home,
stay there
If you want to blend in, take the bus
Freedom of choice
More than a machine
Rolling sculpture
No motorcycle goes further towards
separating you from the crowd
Kiss anonymity goodbye
You’re lookin’ at the best years of your life
Declare your independence
Carve a classic path
How much of the country can you see
before breakfast?
What boundaries?
We break for iron
A Harley®, like the road itself, is never done
The thrill of the great unknown
Few American landmarks have stood longer
Pavement. That’s what makes this
country great
A philosophy forged in iron
10
Slogans (continued)
Get your drive belt tightened, or your
attitude adjusted
When was the first time
you heard the calling?
Time in the wind wears away all
that is superficial
Concrete is so temporary
Anything worth doing is worth
doing forever
May all your encounters with the law
start with the words “nice Harley®”
This road connects you to substantially more
than the next town
The road is eternal. The wind is constant
Upstaging scenic overlooks since 1903
Speak your mind without saying a word
The road has always been the place to
find the answers, or ignore the questions
We don’t care how everyone else does it
Traditions will never mean limits
It’s not a rational decision
Steel, rubber, leather and chrome
Who said diamonds are
a girl’s best friend?
Two wheels, a motor, a seat, and a handlebar
Our most profound truths always seem
so simple
Is chrome shiny?
If Lewis had not met Clark. If Churchill
had not met Roosevelt. If Harley had not
met Davidson.
Not the kind of heritage that sits around
getting dusty
There is no mistaking the dominant gene
What’s the last thing to go through a June bug’s
mind? Nice Harley®
What’s holding you back?
Where the rider meets the road.
For some… the road is more than where
we (you) ride – it’s where we (you) live
Find your exit ramp to parts unknown
Go ahead – enjoy the ride
11
®
Logos and Trademark Guidelines Our logos and trademarks are
some of our most valuable assets, so authorization to use them can only be given by the
Harley-Davidson Motor 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 following material
is designed to provide clear guidelines for proper usage, and sets standards allowing us to
maintain a consistent and strong presence in the marketplace.
™
12
The Bar & Shield The famous Bar & Shield is the Harley-Davidson coat
of arms – a symbol of strength and integrity that serves as the common identifier of an
ever expanding global family. The following pages identify the correct usage of the Bar &
Shield when used on product.
13
The Bar & Shield
The two official versions of the Bar & Shield are shown above. The color version includes Harley
Orange (PMS 165).
A version of the Bar & Shield, framed with a white border, is used whenever the logo is placed on a
black or very dark background. In such cases the white border provides the contrast necessary to make
the logo stand out.
14
The Bar & Shield
Improper Usage
Do not alter the dimensions or change the proportions of the Bar & Shield. This can be ensured by
locking the dimensions when you are resizing artwork. The proper proportions are Shield height
(from point to point) = 79% of horizontal length of Bar.
Do not make alterations to, or substitutions
for, the words contained within the Bar &
Shield logo.
Never apply the Bar & Shield to visually
competitive backgrounds and avoid confining
it within a shape.
Do not use the Motor Company version of the
Bar & Shield.
15
The Bar & Shield
Staging
The Bar & Shield logo is a registered trademark in the United States covering a wide range of goods
and should always be used in conjunction with the ® designation in this country. The Bar & Shield is
also registered in almost every major country in the world, so using ® with the Bar & Shield will be the
rule, and using ™, the exception. If you are not sure whether to use ® or ™ in a given instance, please
contact your Product Manager.
The primary placement of the ® and of the ™ is outside the Bar & Shield, centered below the “N” so
that it is legible and noticeable. When the design is self-contained, as on metal pins or embroidered
designs, or is used in small applications where the width of the Bar & Shield is 5 millimeters or less, the
® may be incorporated within the logo, as shown on the right.
Staging of the Bar & Shield
Create an area of isolation based on the height of the “H” in Harley-Davidson. This will allow the
logo to command visual attention. No typography or design element should be placed closer than this
designated distance.
16
The Bar & Shield
Other Usage
The Bar & Shield may be used without the words “Harley-Davidson” and “Motor Cycles” as shown. To
reinforce the brand, the words Harley-Davidson should appear somewhere else on the product.
The “nostalgic” or elongated version of the Bar
and Shield may be used on product featuring
archival or vintage imagery. Consult your
product manager for prior approval.
The Bar & Shield my also be used in
conjunction with the upswept eagle shown.
The words Harley-Davidson may be
removed from the Bar & Shield and used
separately (where used in this manner it is
called the “Bar Font”)
17
Trademark
Usage Guidelines
•A
version of the Bar & Shield, framed with a white border is used whenever the logo is placed on a
black or very dark background.
• T he Bar & Shield logo is registered in the United States and should always be
used in conjunction with the ® designation in this country. The primary
placement of the ® is outside the Bar & Shield, centered below the
“N” so that it is legible and noticeable.
•W
hen the Bar & Shield is self-contained, as on metal pins or
embroidered designs, or used in small
applications where the width of the Bar & Shield is 5 mm or less,
the ® may be incorporated within the design.
•E
xceptions to the ® usage with the Bar & Shield are restricted to
jewelry, or hardware where due to the size of the piece, the ® interferes
with the overall design of the product and Bar & Shield.
•A
void design elements and typography that distort or encroach upon the
Bar & Shield. Refer to “The Bar & Shield Staging” page in the Guidelines for
specific information.
•W
ords, graphics, or designs should not obstruct the trademarks. Note: some of the old/archive
graphics are applied in a manner that may not be acceptable today. These would be evaluated in a
case by case basis on product or seasonal direction.
• Containing the Bar & Shield in another shape is discouraged. The
exceptions are when there is a natural containment such as
on hardware, jewelry or hardgoods.
•O
nly employee stores can use the word
“Company” inside the Bar & Shield or as
part of the design on products.
• In the Bar & Shield, the words
“Harley-Davidson” must always be
used with the words “Motor” and “Cycles”.
• T he hollow Bar & Shield may be used, in which
case the words “Harley-Davidson Motor Cycles”
must be removed.
18
Trademark
Usage Guidelines (continued)
• Generally, if the hollow Bar & Shield is used, the words “Harley-Davidson” should be used elsewhere
on the product to reinforce the brand identity.
• No designs, patterns or alternate words may be inserted into the Bar & Shield.
• The perspective of the Bar & Shield should never be changed. It should always be depicted
head-on/upright. It should not be lying sideways or shown in flames.
• The Bar & Shield should never be used as a punctuation mark (such as the hyphen in
“Harley-Davidson”, the bottom dot of an exclamation point, or the dot over an “I”); or as a substitute
for a letter (such as the “o” in “Davidson”).
• The Bar & Shield (or any other shape) should never substitute or replace the stars on the American
flag. Combining the Bar & Shield or “Harley-Davidson” into the American flag is discouraged and is
also disrespectful of the flag as a national icon.
• The shape and proportions of the Bar & Shield should never be
changed. Height (from the top point of the shield to bottom point of the
shield) should be 79% of the horizontal width of the Bar.
• The overall proportions of the Bar & Shield must not be altered.
There are four acceptable versions of the Bar & Shield which
may be used in designs: the modern, the blank, the nostalgic (or
trademark) and the upswept eagle version. Refer to the page titled
“Bar & Shield Other Usage” for examples.
• The nostalgic (or trademark) Bar & Shield should only be used
with archival-type graphics.
• The outline of the Bar & Shield must always be a solid,
uninterrupted line. The outline line must not be removed, leaving
only the words to form the shape.
• The words “Harley-Davidson Motor Cycles” should not be enclosed in any shape other than
the Bar & Shield, particularly in any other shield-type shape (with or without the bar) or in a generic
shape with a bar across it (such as an oval dissected by a horizontal bar), and particularly when
“Motor” and “Cycles” are separated and place above and below “Harley-Davidson” as they are in
the Bar & Shield. Creating a new shield logo or a confusing image to the consumer minimizes the
importance of the Bar & Shield as one of our valued trademarks.
19
Trademark
Usage Guidelines (continued)
• Although “Harley” is registered, generally, the word “Harley” should be used in
conjunction with the word “Davidson”. Exceptions need to be reviewed with
your Product Manager.
• The “H” and “D” in Harley-Davidson must always
be capitalized.
• A hyphen must always be used between Harley and
Davidson. The hyphen must be a defined hyphen and
cannot be used as a design element i.e. replaced
by studs.
• No typography or design should encroach on
“Harley-Davidson”, “ Harley”, “H-D”, and “HD”.
• Although “HD” is registered, a defined hyphen between the
H and D is preferred.
• The use of “H-D” on products should generally be accompanied by the
words Harley-Davidson to reinforce the brand identity.
• When Harley and Davidson are used together in a design
or on packaging or promotional items, the word
“Davidson” should not be depicted or obscured in
a font different or smaller than the word “Harley”.
Lettering for both names should be the same size.
•U
se a ® next to “H-D”, “Harley”, and “Harley-Davidson” on
products to be sold in the United States. For use on products sold
outside the U.S. consult your Product Manager.
• If splitting “Harley-Davidson” into two lines, a hyphen must still be used
and should come after “Harley,” not before “Davidson”.
• When in doubt, ASK.
20
Official Licensed Product Logo The Official Licensed Product
(OLP) logo assures that the product, package and printed material on which it appears is
authorized by Harley-Davidson.
Licensees are allowed to use the Official Licensed Product (OLP) logo to identify their
Harley-Davidson® products-whether on the product itself or on packaging or promotional
material. The OLP logo must be used when a licensee’s Harley product is featured on a
catalog or web page where other non-Harley products are also shown.
21
Official Licensed Product Logo
(OLP)
The two official versions of the OLP logo are shown above. The color version includes Harley Orange
(PMS 165).
A version of the OLP logo, framed with a white border, is used whenever the logo is placed in a black
or very dark background. In such cases the white border provides the contrast necessary to make the
logo stand out.
22
Official Licensed Product Logo
Staging
On printed materials create an area of isolation based on the height of the “H” in Harley-Davidson.
This will allow the logo to command visual attention. No typography or design element should be
placed closer than this designated distance.
Stage requirements for the OLP logo are more flexible for product and packaging; your Product
Manager will provide assistance.
23
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Product Development
24
Rules of the
Road
The following is a list of guidelines to aid you in the development of visual imagery.
• Never feature alcohol, drugs or tobacco in artwork or photography.
• Use of weapons depicting violence should be avoided.
• Gratuitous use of sexually suggestive/explicit verbiage or graphics is not permitted.
• Use of skulls is restricted. Discuss this with your Product Manager before proceeding.
• Use of the confederate flag in artwork or photography should be avoided except where
official current state flags are being used.
•N
ever use the words “Made in America”, “Made in the U.S.A.”, or “American Made”
as a reference to H-D motorcycles. A reference to the company as an “American
Legend” is permissible.
• Use of the flag should be limited and on an exception basis.
• T he U.S. flag should never be depicted (stylized or otherwise) in flames
or tatters. Flames should never touch the flag or appear to threaten it.
The flag should not be depicted in a context in which it appears the
flag is on the floor and other objects (such as motorcycles) are “parked”
or “sitting” on top of it.
• T he use of pigs as a primary or secondary character is permissible as long as they are clearly
portrayed as whimsical or humorous animals and not as human beings. Rough concepts should
always be reviewed first with your Product Manager before proceeding.
• T he designation H.O.G.® stands for Harley Owners Group® and is restricted for use only on specific
products. See your Product Manager for more information.
• Screamin’ Eagle® logo may be used on selected licensed product if it’s on Exhibit A
of the license (or by written amendment). Consult your Product Manager
before proceeding.
• T o use an anniversary logo, contact your Product Manager
for clarification.
25
Rules of the
Road (continued)
• All products must include information indicating that they have been manufactured under license
from Harley-Davidson. The notation “Manufactured by (name of licensee) under license from
Harley-Davidson Motor Co.” must be placed on hangtags or some other item which
is visible to the customers at the time of purchase and on product packaging.
• All licensed articles and packaging must bear the notation “©200_ H-D, All Rights
Reserved.” where feasible, or “©200_ H-D.” or such other notation as Harley-Davidson
may prescribe to indicate that the copyrights in the licensed articles and packaging
are the property of Harley-Davidson.
• On functional items on which a design may be imprinted, such
as T-shirts, the copyright notice should appear in close proximity
to the design.
• Three-dimensional or sculptural works such as coffee mugs,
watches, clocks, or model motorcycles, the copyright notice
must appear somewhere on the product, but it may be placed
on the back or underside of the product.
• Use a ® with the first mention of Harley-Davidson when used in
a caption and the first time in text. It is not necessary to use the ® every time the words are used.
“Harley-Davidson” (and all other word trademarks) should always be followed by a generic
descriptive term (e.g., motorcycles, jacket, etc.)
• T he word “Harley” is registered as a trademark and is used with a ®. Use a ® when
used in caption, and the first time used in text.
•Y
ou may use the terms, “authorized by Harley-Davidson”, and “an official
licensed product.”
•Y
ou may not use “Harley-Davidson presents…” “Harley-Davidson in association
with…” or “Authenticated by Harley-Davidson”.
26
Motorcycle
Photography
The Harley-Davidson® motorcycle is one of the most powerful visual icons in the world today. The
motorcycle’s timeless styling flows from its classic design elements and its powerful visual presentation. A
Harley-Davidson motorcycle conveys uncluttered simplicity, and an underlying sense of quality and
attention to detail. Photography of the motorcycle should do no less.
The following photography guidelines are based on one central concept: capturing the essence of a
Harley-Davidson motorcycle relies on showing the motorcycle the way a rider loves to see it.
Many of our licensees arrange their own photo shoots or create their own imagery. Your Product
Manager can help you coordinate a photo shoot, locate motorcycles, and obtain Harley-Davidson
branded apparel, collectibles, and accessories. Motorcycles are sometimes available for loan or
rent from Harley-Davidson dealerships or our own fleet. The following guidelines should be followed
whether you create your own photos or use an existing photo.
General Guidelines for all Still and Video Photography
• T he motorcycle used should be either stock or customized with Harley-Davidson Genuine Motor Parts
and Motor Accessories. No aftermarket parts or accessories are permitted.
• When the motorcycle is parked on its kickstand, it should rest to the left as it would naturally.
•N
ever photograph the bike from below, thereby showing the underside of any part of the bike
(the underside of fenders, the air cover, the gas tank and the chassis were not designed to be seen
by riders).
Specific Guidelines for Still or Video Footage Using Riders
•A
ll riders must wear appropriate motorcycle riding attire. This includes: jeans (preferably with chaps),
motorcycle boots, gloves, leather jacket, and full or half face DOT approved helmets.
• If a figure is sitting on a bike in a manner which suggests the bike is in motion, then they must be
shown wearing a helmet and facing forward.
• Figures should always be fully clothed.
• Never show figures in overt sexual situations, but try to convey a subtle, implied sensuality.
• Riders seated on the motorcycle must face forward.
27
Motorcycle
Photography (continued)
Operators of bikes must obviously be of legal driving age; avoid use of very young looking
persons who may appear to be underage riders.
Alcoholic beverages and motorcycles should not be shown together.
Nowhere in any advertisement, whether in images or words, should it be
implied that riders will be, are or have been consuming alcoholic beverages
and riding.
Never describe something as a “safety” device or “protective” device without
prior authorization from your Product Manager.
Literature should be consistent with Harley-Davidson and Buell terminology for parts
and accessories as used in the Owner’s Manuals, Parts Catalogs, Parts & Accessories
Catalogs and Service Manuals – i.e., headlamps (H-D)/headlight (Buell); Jiffy stand
(H-D)/side stand (Buell), etc.
28
Product Design Development
Support
To support the product development process, Harley-Davidson has an extensive collection of archival
material and images. Also available is a wide variety of photography and artwork created for our
motorcycle, MotorClothes® apparel and parts and accessories catalogs.
To meet the needs of our various licensees we have compiled a selection of these images as well
as other artwork onto a series of CDs: Be aware that, while many of the images on these CDs are
available for use free of charge, some additional scanning costs may apply. Check with your Product
Manager for more information on specific designs.
The Archives Collection II
An updated selection of photos, posters, decals, vintage bikes, and other printed materials from the
Harley-Davidson archives. 312 dpi images are available free of charge.
Harley-Davidson Design Resource
Contemporary artwork suitable for everyday and holiday usage featuring logos, all over design, spot
graphics and other imagery. 312 dpi images are available free of charge.
Harley-Davidson Lifestyles
H-D Enthusiasts Live the Legend in H-D MotorClothes® product. 312 dpi images are available for use
free of charge.
Harley-Davidson Riding
Photography of our motorcycles with riders outfitted in H-D MotorClothes® product. 312 dpi images are
available free of charge.
Harley-Davidson® Motorcycles
This collection contains side and 3/4 view photos, as well as tank graphics, of H-D motorcycles.
312 dpi images are available for use free of charge.
Harley-Davidson Riders II
This updated photo collection convey the spirit and community embodied by the Harley-Davidson
experience. 312 dpi images are available for use free of charge.
Harley-Davidson Tank Graphics
The first time this collection of tank graphics, vintage and contemporary had been offered. These high
resolution 312 dpi images are available for use free of charge.
29
Packaging Development Guidelines
Logo & Trademark Usage
q
30
DESCRIPTOR
The Bar & Shield Logo assures that the packaging and promotional
material on which it appears is authorized by Harley-Davidson Motor Co.
Licensees are required to use the Bar & Shield logo (or Bar & Shield logo with descriptor)
to identify their Harley-Davidson® product. If using a descriptor, licensees should use the
appropriate descriptor (Footwear, Garage, etc.) that best describes their specific products.
Questions concerning this should be directed to your Product Manager.
31
Bar & Shield
Descriptors
ACCESSORIES
APPAREL
AUTO & TRUCK
EYEWEAR
FOOTWEAR
GARAGE
GIFTS &
COLLECTIBLES
HOME
JEWELRY
YOUTH
32
Packaging Specifications
FOOTWEAR
The Bar & Shield logo (or Bar & Shield logo with descriptor) should be prominately featured on the
face of the package. The BSD logo should be used in it’s colored version – orange, black and white
– whenever possible. The BSD logo may also be used in a one color version if necessary.
The Official Licensed Product logo (OLP
logo) must also be used on packaging.
It should be placed on the sides or bottom
of packaging.
The company slogan – Live by it. – as well as
the Bar Front can be used on packaging when
additional design elements are needed.
Background color should be black with a matte
finish preferred.
Live by it.
Packaging must include the copyright line: ©200_ H-D, All Rights Reserved. This should be placed on the
sides or bottom of the packaging.
Packaging must also include the notation: Manufactured by (name of licensee) under license
from Harley-Davidson Motor Co.
Packaging must include the following: For a dealer near you, call toll free 1-800-588-2743 in
the USA and Canada or use our dealer locator at harley-davidson.com.
International licensees should only use the Harley-Davidson web site on their packaging:
www.harley-davidson.com
33
Packaging Design
Variations
Packaging concepts using
the Bar & Shield logo and
a descriptor.
Packaging concept using just the
Bar & Shield logo.
34
Hang Tags &
Woven Labels
On hang tags the Bar & Shield logo should be used in its black, orange and white color way on a
black background as shown. The reverse should be Harley Orange (PMS 165). All hang tags must
conform to the proportions and general design direction indicated.
Packaging must also include the notation: Manufactured by (name of
licensee) under license from Harley-Davidson Motor Co.
Hang tags must include the following: For a Harley-Davidson
dealer near you, call toll free 1-800-588-2743 in the USA and
Canada or use our dealer locator at www.harley-davidson.com
International apparel licensees should only use the Harley-Davidson
Web site on their hang tags: www.harley-davidson.com
Manufactured by RKStratman under license from Harley-Davidson Motor Co.
For a dealer near you, call toll free 1-800-588-2743 in the USA and Canada or use our
dealer locator at www.harley-davidson.com
Hangtag Specifications:
Size: 3.5” x 1.625” Finish: Matte black, spot varnish on Bar & Shield. Reverse – made PMS 165
Orange with black lettering.
All woven labels must conform to the proportions and graphic direction indicated and must be obtained
only from our authorized Harley-Davidson woven label supplier. The licensee name should appear on
the reverse of the label (if a loop label). The Bar & Shield is to be in black, orange, and white on a
black background. The only exception to this is where a black label is not workable, such as in white
garments. In this case a white background may be substituted. To receive the approved label supplier
contact information see your Product Manager.
Black background
White background
Small label
35
Official Licensed Product
(OLP) woven label
Advertising & Promotional Materials Guidelines
Logo & Trademark Usage
q
36
Advertising Specifications
When a licensee is creating a marketing or promotional item showcasing
Harley-Davidson product the following guidelines must be adhered to:
The Bar & Shield logo (or Bar & Shield with descriptor logo) must be used. The Bar & Shield must be
prominately featured preferably in the upper third portion of the piece-either left or right side.
The Official Licensed Product (OLP) logo must also be used. It should be significantly smaller than the
BSD logo. It should be placed along the bottom portion of the piece.
The licensee name and/or logo must be significantly smaller than the Bar & Shield logo and be placed
in the lower third of the piece-either left or right side.
The overall layout and design direction of the marketing or promotional item should be compatible with
the licensee’s Harley-Davidson packaging design direction. Elements such as the Diamond Plate pattern
and/or the orange border are acceptable.
37
Internet & Catalog
Guidelines
When Harley-Davidson product is featured on a licensee’s web site or catalog the
licensee must adhere to the following guidelines:
FOOTWEAR
The Bar & Shield logo (or Bar & Shield with descriptor) should be prominently featured. Licensee’s
name and/or logo should not be next to or in close proximity to the Bar & Shield logo. It should be
significantly smaller and positioned so that the viewer focuses on the Harley-Davidson brand.
The Official Licensed Product (OLP) logo must be used somewhere on the catalog page. It should be
significantly smaller than the BSD logo and should be positioned in the lower third of the page.
The licensee name and/or logo may also be included on the Harley web or catalog page but must
be considerably smaller than the Bar & Shield logo (or Bar & Shield with descriptor) and should be
positioned near the bottom of the page.
The overall layout and design direction of the web page(s) or catalog page(s) should be compatible
with the licensee’s Harley-Davidson packaging design direction.
Licensee Catalog Page
Licensee Web Page
38
Advertising/POP Guidelines
Third Party (non-licensee)
• T he Bar & Shield may not be used by itself by third parties (non-licensees) – no exceptions. Licensees
should convey this point to customers.
• T he use of the Official Licensed Product Logo (OLP logo) is acceptable; however, the OLP logo
should be used only as an identifier for a specific, PICTURED product and should appear in logical
proximity to photo. The OLP logo should be no larger than 1/4 the height of the picture. The OLP
logo should NOT be used as a merchant identifier, i.e., the OLP logo should not appear by itself,
with no pictured product, or at the top of a page with multiple products, especially if any are not
licensed by Harley-Davidson.
•N
o Harley-Davidson trademarks (including OLP logo) should appear in Yellow Pages advertising. This
extends to informational statements as well, unless store carries significant quantity of licensed product
year-round (i.e., not seasonally or sporadically). Neither the Bar & Shield nor the OLP should appear
on any business cards, stationary, or letterhead.
•O
nly truthful, informational statements are permitted. Example: “We sell officially-licensed
Harley-Davidson® products (or product descriptor if only one type of product is sold).”
•N
ote: When using informaitonal statements, all words in statement must be same size, color, and
font, and entire statement must be significantly smaller (50% or less) than business name. Placement of
statement should be BELOW business name if possible, but must not be at TOP of ad (i.e., must not
be lead text), and statement may not begin with “Harley-Davidson.”
39
Advertising/POP Guidelines
Third Party (non-licensee) (continued)
P.O.P. Displays
The Bar & Shield by itself should not be used for P.O.P. displays. The OLP logo must be used.
Permissible P.O.P. displays:
• Wall-mounted directly over product.
• Ceiling-hung (mobile) directly over product.
• Stan-mounted on rack holding product.
In all cases, care should be exercised that only licensed merchandise is displayed under the P.O.P.
display, particularly on clothing racks.
Impermissible displays:
• On storefront.
• Attached to strorefront window, inside or out.
• In window display, except with displays consisting exclusively of Harley-Davidson® licensed product.
General Usage
All use of Harley-Davidson trademarks by retailers should relate solely to product and not to the store
itself. Retailers who sell officially-licensed Harley-Davidson products may not refer to themselves in
any context as “Harley-Davidson merchants” nor to their business as “official Harley-Davidson stores.”
Example: A store carrying officially-licensed Harley-Davidson home decorating items may not advertise
itself as an “Official Harley-Davidson Home Decorating Center.”
40
q
Approval Process
41
Approval Process
The approval process applies to all products, packaging, fixtures, advertising, catalogs,
communications, press releases, web sites or anything that uses our trademark and any other
promotional material our Licensees develop for Harley-Davidson. The approval forms included in this
section should be used for every submission from concept stage through the production stage.
ALL design and promotional submissions MUST be accompanied by a
Harley-Davidson Approval Form. The stages of development for each licensed
product may be different; therefore you should fill out the approval form for the
stages which apply to your product or item. When resubmitting a design,
please use the next work sheet in the original Excel file. This keeps the entire
development history conveniently located in one file. Approval forms should be
e-mailed to your Product Manager.
Products:
• Product concept, sketches or mock-up
• Final art or sculpts
• Preproduction samples or prototypes
• Production samples
Communications:
• Draft or layout
• Final copy or layout
• Packaging, Promotional, Collateral Catalogs
• Packaging or promotional layout
• Packaging or promotional final
• Production samples
42
Approval Process (continued)
Retail Fixtures:
(see page 55 for guidelines)
All concepts for any and all retail fixtures, POP displays, images, etc. should be sent to your Product
Manager – please note that these approvals take additional time as other departments must
be consulted.
Production Samples:
Please note that license agreements require that production samples of all products, packaging and
promotional materials must be sent to Licensor, Harley-Davidson Motor Company, 3700 W. Juneau
Avenue, Milwaukee, WI 53208, and to Owner, H-D Michigan, Inc., 315 W. Huron Street, Suite 400,
Ann Arbor, MI 48103.
Financial Reporting:
All licensees must use the following royalty/sales report form. All licensees with distribution exclusively
to Harley-Davidson dealers must also submit a second report listing sales by dealership. Sales to
dealers must be kept separate from general retail sales.
If you have any questions regarding the approval process or approval forms, please contact your Licensed
Product Manager.
43
Example USE ONLY – Please use Excel files on CD
44
Example USE ONLY – Please use Excel files on CD
45
Example USE ONLY – Please use Excel files on CD
46
Example USE ONLY – Please use Excel files on CD
Representative Sample
Licensee Submitted Budget and Forecast Form
47
Royalty Sales Report
Example USE ONLY – Please use Excel files on CD
48
Royalty Summary Sheet
Example USE ONLY – Please use Excel files on CD
49
Dealer Show Meeting Form
Example USE ONLY – Please use Excel files on CD
50
Dealer Fixture
Guide
The Harley-Davidson Dealership, like the motorcycles sold there, is a harmony of many distinctive parts
Every piece in the retail environment should add up to one powerful message to the customer:
“You’re in the Right Place.”
Showroom floor fixtures and point-of-purchase displays (POPS) play an important role in communicating
that message. High quality, well designed fixtures and POPS that powerfully present merchandise will
enhance the shopping experience and uphold the integrity of the Harley-Davidson retail environment.
This guide helps to ensure that the best fixture, POP, and merchandising solutions are realized for all
Harley-Davidson stakeholders.
The goal is to foster a successful partnership between Harley-Davidson and its partners – licensees and
vendors – by providing guidelines for vendor-supplied Harley-Davidson fixtures and POP’s. The goal of
fixture and POP development are:
Sales
The primary functions of all fixtures and POP’s are to display and sell merchandise. As such, fixture and
POP designs should enhance product appearance to encourage sales. Fixtures ought to be flexible,
offering a variety of merchandising options.
Brand Management
Fixture and POP appearance and product presentation needs to be aligned with the look and feel of
Harley-Davidson.
Quality
Fixture and POP design, materials, and finishes should be high quality and durable to provide maximum
value to dealers.
CRITERIA
Flexibility
Versatility equals value. The best fixtures offer several display options and may be easily moved and
used in various dealership areas.
Size/Capacity
Fixture and POP size determines not only functionality and cost, but also flexibility. The best fixtures
optimize valuable floor space while maintaining powerful presentation of Harley-Davidson® products.
51
Retail Fixture
Guidelines
Materials and Finishes
Not only do fixtures and POPs present and sell merchandise, they support the design integrity of a
Harley-Davidson dealership. Make sure that fixture and POP materials and finishes are compatible to,
and not in competition with, Harley-Davidson. Simple, natural materials, industrial finishes, and exposed
structural components are examples of visual cues that work well in a dealership.
Note: The Retail Environment Group (REG) may be able to save you some effort. They have specification information for the metals,
colors, and finishes that have been used in Harley-Davidson retail environments. If your fixture plans include any of these materials and
you need specification information to help prepare approval documents, contact
the REG for assistance.
1. Need Analysis
First, determine if the development of a new fixture or POP is the best merchandising solution. Work
with the appropriate Harley-Davidson Product Category or Marketing Manager to complete the Fixture
& POP Analysis Request Form in this brochure (you may wish to make a photocopy) and they will submit
it to the Harley-Davidson REG for review.
The REG manages retail design issues for Harley-Davidson’s retail network and collaborates with
vendors, suppliers, and Product Category and Marketing Managers in the development of
merchandising solutions for the Dealer Network. A solution for the proposed merchandising need, for
example, may already exist within the Dealer Network, and using or modifying the existing solution
could save money, time, and effort.
Should you receive approval to proceed, the form also may be used as a checklist to help guide you
through the process.
Note: All drawings submitted with your Fixture & POP Analysis Request Form to REG must include date, drawing title, vendor/
licensee/product name, and fixture name.
52
Retail Fixture
Guidelines (continued)
2. Schematic Sketch
Schematic design sketches aid in defining the general concept and merchandising of the fixture or POP.
Submit one or more 8 1/2” x 11” black and white freehand sketches that communicate product
merchandising and brand identity graphics to the REG. Be sure to include an indication of color,
material, and approximate SKU count.
Note: To keep the process moving beyond the Schematic Sketch step, it is important that the approval documents you submit contain
an adequate level of detail. If you need clarification of what is required, please contact the Retail Environment Group and we will
coordinate additional resources on your behalf.
see form “REG Fixture Guide and Request form” Folder on CD
3. Design Development
Design development drawings are used to finalize the fixture or POP concept. Provide the REG with
one or more 8 1/2” x 11” color renderings with indications of product merchandising, brand identity
graphics, color, and materials, as well as one or more 8 1/2” x 11” black and white or color drawings
with plan(s), elevation(s), SKU count, and exact dimension, color, and material specifications.
4. Shop Drawing
Shop drawing show exactly how the fixture or POP is to be fabricated. Provide the REG with one or
more 8 1/2” x 11” or 11” x 17” hard-line dimension drawings with plan(s), section(s), elevation(s), and
details as required to describe the fixture or POP to the fabricator. Include complete color, material, and
hardware specifications.
5. Prototype
Deliver one assembled fixture or POP prototype with product to the REG for review. Delivery and
pick-up is the responsibility of the licensee/vendor.
6. Production
Deliver one final production fixture or POP to the REG for final review. Licensee/vendor may provide
the fixture for display at the Harley-Davidson University mock dealership at the Company’s headquarters
in Milwaukee.
53
Retail Fixture
Guidelines (continued)
DO:
•W
ork directly with the appropriate Product Category or Marketing Manager and the Retail
Environment Group from the beginning. Good communication among all parties helps ensure smooth
process flow and an optimal outcome.
• Fixtures and POPs should enhance the product.
• Use materials and finishes that are simple, natural, or industrial.
• Make sure mechanical or structural details are strong and basic.
• If any vendor or licensee logos appear on the fixture or POP, they need to be subordinate to all
graphic representations of Harley-Davidson’s brand names and logos.
• R eference the Harley-Davidson new product introduction schedule and allow three to six months to
complete the process outlined in this guide.
DON’T:
• The appearance of fixtures and POPs should not overpower the products they display.
•D
o not use motorcycle parts as part of the fixture or POP structure (e.g., shock absorbers as
support, handlebars hang rails, headlights as lighting), as this can detract from the integrity of
Harley-Davidson products.
•D
o not use chrome as a fixture or POP finish, as the sparkle of well-lit motorcycles should never have
to compete for attention in a dealership.
54
HARLEY-DAVIDSON
Fixture & POP Analysis Request Form
PRODUCT CATEGORY
H-D PRODUCT CATEGORY MANAGER/
H-D PRODUCT MARKETING MANAGER RESPONSIBLE
DATE
H-D RETAIL ENVIRONMENT GROUP CONTACT
COMPANY NAME
PHONE (
CONTACT
)
FAX
(
)
PRODUCT DESCRIPTION
INTENDED LENGTH OF
USE IN THE FACILITY † PERMANENT (6 MONTHS OR MORE)
† SEMI-PERMANENT (2-6 MONTHS)
HEIGHT
# OF PRODUCTS
MATERIALS
FINISHES
TOTAL # OF PRODUCTS/STYLES IN LINE
PRODUCT LINE INTRODUCTION DATE
† TEMPORARY (2 MONTHS OR LESS)
# OF SKU’S
PROPOSED DEALER COST
SELECT WHICH PHASE OF THE PROCESS YOU ARE IN
† NEEDS ANALYSIS (STEP 1) ____________________ † DESIGN/CONCEPT (STEP 2) ____________________ † DESIGN DEVELOPMENT (STEP 3) _____________
(Date)
(Date)
(Date)
† SHOP DRAWINGS (STEP 4) ____________________ † PROTOTYPE (STEP 5) __________________________ † PRODUCTION (STEP 6) _______________________
(Date)
(Date)
(Date)
† OTHER ___________________________________ DOES SAMPLE/SUBMISSION NEED TO BE RETURNED? † NO † YES, BY ________________________________
(Date)
SHIPMENT METHOD: † US POSTAL SERVICE † COURIER NO. ______________________ † OTHER ______________________________________________________
FOR HARLEY-DAVIDSON USE ONLY
† APPROVED AS SUBMITTED __________________________________________ † APPROVED WITH CHANGES ____________________________________________
(Date)
(Date)
(Date)
(Date)
(Date)
(Date)
(Date)
(Date)
† RESUBMIT WITH REVISIONS _________________________________________ † NOT APPROVED ______________________________________________________
† ADD OLP LOGO _____________________________________________________ † ADD ® AFTER H-D ____________________________________________________
† ADD ® NEXT TO BAR & SHIELD ______________________________________ † ADD © (YEAR) H-D ____________________________________________________
COMMENTS _____________________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________________________________
RETAIL ENVIRONMENT GROUP
DATE
H-D PRODUCT CATEGORY MANAGER/
H-D PRODUCT MARKETING MANAGER RESPONSIBLE
DATE
RETURN COMPLETED FORM TO HARLEY-DAVIDSON RETAIL VISUAL MERCHANDISING DEPARTMENT: FAX (414) 343-8263
OR SEND INFORMATION VIA EMAIL TO:
LYNN KNUTSON
RETAIL DEVELOPMENT MANAGER
lynn.knutson@harley-davidson.com
AMY OEDING
ASSISTANT PRODUCT DEVELOPMENT
MANAGER, RETAIL ENVIRONMENT
amy.oeding@harley-davidson.com
Harley-Davidson Motor Company
3700 West Juneau Avenue
Milwaukee, WI 53208
©2005 H-D. Printed in the USA. All Rights Reserved. 1/08
55
JENNIFER NYE
ASSISTANT PRODUCT DEVELOPMENT
MANAGER, RETAIL ENVIRONMENT
jennifer.nye@harley-davidson.com
Where Can You Go from Here?
You are now gliding down a twisted backroad, your senses aroused by the fresh cut grass, salty air and a
movie set sunrise. The motorcycle that once seemed insurmountable now is an extension of your own body, learning
with you through the turns, rising with you and the road. The motorcycle demands your total attention. It is a
commitment of the highest degree and its rewards are proportionable. Your are alert, you are receptive, and you are
ready to go wherever your imagination leads you.
56
©2008 H-D. All rights reserved.