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HARLEY-DAVIDSON 120th ANNIVERSARY

In 1903, Harley-Davidson created something much bigger than their first motorcycle.

They created a bond.

A relationship between rider and brand so strong that people have worn it on jackets, inked it on their bodies, and named their first-borns after it. After 120 years of riders embracing the brand in permanent, profound, and meaningful ways, it was time we returned the favor.

So, for our 120th anniversary, we turned over some of the most precious real estate in the world - our iconic logo - and used it to put riders and their experience at the heart of the brand.

Quite literally replacing the bar at the center, where the HARLEY-DAVIDSON wordmark stood for so many years, and updating it with the ultimate expression of riding one – the rider’s eyes.