HARLEY DAVIDSON

HARLEY DAVIDSON // STANDARDS MANUAL

TABLE OF CONTENTS_

CORPORATE COMMUNICATIONS _ 1.0IDENTITY _ 2.0COLORS _ 3.0SUPPORT SYSTEM _ 4.0APPLICATIONS _ 5.0

TEXAS, UNITED STATES OF AMERICA

CORPORATE COMMUNICATION _

1.0HARLEY DAVIDSONSTANDARDS MANUAL

BEGIN THE JOURNEY LETTER FROM THE CEO >>

<<< IT’S NOT JUST A RIDE. IT’S FREEDOM. >>>

....................................................................................... { IDENTITY 02.SPRING’10.HARSHYLA SINGH.TODD HEDGPETH }

Dear Harley Davidson Community, Since its founding in 1903, Harley Davidson has been represented by a variety of marks, symbols, and logos. Unfortunately, the wide variety of symbols blurred our image, and failed to present a strong, consistent, institutional identity to our many publics around the state, the nation, and the world.

At the request of the Board of Trustees and with my full support, staff in Communications and Marketing conducted a comprehensive review of our communications and marketing procedures and materials. We were not surprised that one of the major recommendations from that review called for a more unified graphic identity system than we presently have. A consistent graphic identity is essential to establishing a strong and familiar institutional presence with our key constituencies, with prospective students and their parents, and in the national arena. This style guide is intended to help address that lack of graphic identity.After extensive consultation with focus groups we have decided on a modification of the woodcut logo as our new, unified graphic identity. This logo represents our history and tradition, but has been altered slightly to represent a somewhat more dynamic and open image.

This logo is now the official “face” Harley Davidson, and is to be used on all stationery, printed materials, Web sites, and videos. So that we can achieve our goal of consistency, no other signature or logo type will be approved for any communications.To ensure consistency, we have developed this style guide that outlines the standards for its use. While the standards leave significant room for creativity, it is very important that each and every administrative and academic unit adhere to these guidelines as we produce materials that represent the institution. By adhering to these guidelines, you can help us visually define the institution in a strong, consistent manner that will be instantly recognizable as Harley Davidson.

Please join me in proudly incorporating these new standards and our new logo into every facet of our communications effort.

Keith E. WandellCEO

BEGIN THE JOURNEY HISTORY >>

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FROM 1903 UNTIL NOW.Harley-Davidson, often abbreviated H-D or Harley, is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th century, it was one of two major American motorcycle manufacturers to survive the Great Depression. Harley-Davidson also survived a period of poor quality control and competition from Japanese manufacturers.The company sells heavyweight (over 750 cc) motorcycles designed for cruising on the highway. Harley-Davidson motorcycles (popularly known as "Harleys") have a distinctive design and exhaust note. They are especially noted for the tradition of heavy customization that gave rise to the chopper-style of motorcycle.[6] Except for the modern VRSC model family, current Harley-Davidson motorcycles reflect the styles of classic Harley designs. Harley-Davidson's attempts to establish itself in the light motorcycle market have met with limited success and have largely been abandoned since the 1978 sale of its Italian Aermacchi subsidiary.Harley-Davidson sustains a loyal brand community which keeps active through clubs, events, and a museum. Licensing of the Harley-Davidson logo accounts for almost 5% of the company's net revenue.

THE HARLEY DAVIDSON TIMELINE //

1900 // 1920 // 1940 // 1960 //William S. Harley, age 21, completes a blueprint drawing of an engine designed to fit into a bicycle.

By 1920, Harley-Davidson is the largest motorcycle manufacturer in the world. New Harley-Davidson® motorcycles can be purchased from over 2,000 dealers in 67 countries worldwide.

Babe Tancrede is the winner at the Daytona 200, riding a WLDR model.

The Harley-Davidson Topper motor scooter is introduced and is the only scooter platform the Motor Company ever produced.

FROM 1903 UNTIL NOW.

1980 // 2000 //Harley-Davidson debuts the FLT with its vibration dampening, rubber-isolated drivetrain and unique trailing front fork. The FLT also debutes an engine and five-speed transmission that are hard bolted together.

The FXSTD Softail® Deuce™ is introduced to the immediate delight of riders and the motorcycle media.

BEGIN THE JOURNEY USP >>

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IT’S NOT JUST A RIDE. IT’S FREEDOM.

It’s not just a ride. It’s freedom. This is our USP when it comes to riding and experiencing a Harley Davidson. We wan’t our customers to feel like getting onto a Harley is like getting away. Getting away to a fantasy that they’ve always had at the back of their mind. Every person who rides the Harley Davidson experiences a sense of freedom that is personal to them.

BEGIN THE JOURNEY COMPETITORS >>

.......................................................................................

1 // ROYAL ENFIELD MOTORCYCLES

2 // TRIUMPH MOTORCYCLES USA

3 // YAMAHA

4 // HONDA

5 // SUZUKI

6 // KAWASAKI

TOP SIX COMPETITOR COMPANIES

PODKARPACKIE, POLAND

IDENTITY _

PODKARPACKIE, POLAND

LOGO _ HORIZONTAL

EMBLEM _ COLORED

LOGO _ VERTICAL

BEGIN THE JOURNEY IDENTITY >>

The concept behind our newest logo is to upgrade and stylize the crest concept. So we went sleak, modern and mechanic, but keeping the heritage in mind.

OUR LOGO _

BEGIN THE JOURNEY LEGAL MARKS >>

.......................................................................................

LOGO #1 _ REGISTERED TRADEMARK SIGN

EMBLEM _ REGISTERED TRADEMARK SIGN

LOGO #2 _ REGISTERED TRADEMARK SIGN

.......................................................................................

HANGING WITH THE “HARLEYS”

YOUR RIDE IS YOUR FREEDOM.

.......................................................................................

BASELINE

CLEAR SPACE

X CLEAR SPACE

H - HEIGHT

INTEGRITY

CLEAR SPACE

MINIMUM HEIGHT

INTEGRITY

.......................................................................................

DO NOT PLACE THE EMBLEM BELOW THE TYPE.

DO NOT PLACE THE EMBLEM BEHIND THE TYPE.

DO NOT ARCH THE LOGO.

DO NOT SCREEN THE LOGO.

DO NOT PLACE LOGO OVER A HEAVY PATTERN.

DO NOT CREST EMBLEM WITH ANY KIND OF PATTERN.

DO NOT OUTLINE LOGO.

DO NOT CHANGE COLOR OF EMBLEM.

MISUSES

EASTERN CAPE, SOUTH AFRCA

COLORS _

EASTERN CAPE, SOUTH AFRCA

BEGIN THE JOURNEY PMS COLORS >>

PANTONE // 1675 CPANTONE // 1675 UCMYK // 18 / 78 / 100 / 7RGB // 194 / 84 / 10

PANTONE // BLACK CPANTONE // BLACK UCMYK // 0 / 0 / 0 / 100RGB // 0 / 0 / 0

PANTONE // 3165 CPANTONE // 3165 UCMYK // 87 / 56 / 36 / 15RGB // 41 / 94 / 120

PANTONE // COOL GRAY 5 CPANTONE // COOL GRAY 5 UCMYK // 0 / 0 / 0 / 30RGB // 188 / 189 / 192

BEGIN THE JOURNEY IDENTITY ON COLORED BACKGROUND >>

.......................................................................................

BACKGROUND // HARLEY ORANGE

BACKGROUND // HARLEY BLUE

BACKGROUND // HARLEY GRAY

BACKGROUND // HARLEY BLACK

BEGIN THE JOURNEY IDENTITY ON PHOTOGRAPHIC BACKGROUND >>

.......................................................................................

BEGIN THE JOURNEY IDENTITY IN ONE COLOR >>

.......................................................................................

LOGO IN HARLEY ORANGE

LOGO IN HARLEY BLACK

LOGO IN HARLEY BLUE

LOGO IN HARLEY GRAY

BEGIN THE JOURNEY IDENTITY IN TWO COLOR >>

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LOGO IN BLACK AND ORANGE

LOGO IN SILVER AND BLUE

BEGIN THE JOURNEY UNACCEPTABLE COLOR USAGE >>

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RAJASTHAN, INDIA

SUPPORT SYSTEM _

RAJASTHAN, INDIA

4.0 HARLEY DAVIDSONSTANDARDS MANUAL

BEGIN THE JOURNEY SECONDARY GRAPHICS >>

THE HARLEY FLAME

Flames have always been an integral part of the Harley brand. And so keeping that in mind, we have upgraded them to a level of sophstication and sleakness.

.......................................................................................

HARLEY TECHNICALS

These technical drawings are an important part of the entire system. It is our way of educating the viewer on the making and machinery of the Harley Davidson motorcycles by making them stand out as graphic elements in the system.

.......................................................................................

THE HARLEY

Ofcourse we had to have an illustrated Harley! How could we not?

BEGIN THE JOURNEY TYPOGRAPHY >>

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!@#$%^&*()!@#$%^&*()!@#$%^&*()!@#$%^&*()!@#$%^&*()!@#$%^&*()!@#$%^&*()!@#$%^&*()

ABCDEFGHIJKLMN OPQRSTUVWXYZ

SECONDARY TYPOGRAPHY _

HARLEY LIGHTHARLEY LIGHT OBLIQUE

HARLEY MEDIUMHARLEY OBLIQUE

HARLEY BOLDHARLEY BOLD OBLIQUE

HARLEY HEAVYHARLEY HEAVY OBLIQUE

BEGIN THE JOURNEY PHOTOGRAPHY >>

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ABSTRACT PHOTOGRAPHY

Capturing motion and speed is the essence we go for in the photography. This is to give a real feel of what you would be seeing and experiencing on the Harley Davidson.

ABSTRACT PHOTOGRAPHY

.......................................................................................

GRAPHIC PHOTOGRAPHY

These photographs add an edgier and cooler feel to the system with their extreme graphic quality, giving a punch to our system.

.......................................................................................

PEOPLE PHOTOGRAPHY

Everyone and anyone can ride the Harleys and so people photography is necessary to show viewers who these people are and that they could be one of these people as well.

MINSK , BELARUS

APPLICATIONS _

MINSK , BELARUS

BEGIN THE JOURNEY SYSTEM GRID >>

BEGIN THE JOURNEY BUSINESS SYSTEM >>

.......................................................................................

P_ (650) 283 4594 / E _ sergio_r@harley-davidson.com3700 W. Juneau Avenue / Milwaukee, WI 53208harley-davidson.com

March 16, 2001

Ernie English1234 Writing Lab LaneWrite City, IN 12345

Dear Mr. English:

The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph.

Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning.

Finally, in the closing paragraph, briefly restate your purpose and why it is important. If the purpose of your letter is employment related, consider ending your letter with your contact information. However, if the purpose is informational, think about closing with gratitude for the reader's time.

Sincerely,

Sergio Robles123 Winner's RoadNew Employee Town, PA 12345

3700 W. Juneau Avenue / Milwaukee, WI 532083700 W. Juneau Avenue / Milwaukee, WI 53208

harley-davidson.comharley-davidson.com

THE HARLEY DAVIDSON BIKE _

_ BIKER JACKETS

BIKER HELMETS _

_ BIKER GLOVES

BIKER SHADES _

_ WALLET

BIKER BELT _

_ BIKER BOOTS FOR MEN AND WOMEN

HARLEY BANDANA _

_ HARLEY CLOCK

HARLEY FLIP - FLOPS _

_ HARLEY KEY CHAIN AND SWISS KNIFE

HARLEY CARRY BAG _

_ HARLEY BACK - PACK

HARLEY FOR KIDS // THE HARLEY ROCKER _

_HARLEY FOR KIDS // HARLEY KIDS APPAREL

_ THE ULTIMATE HARLEY BEDROOM

HARLEY FOR KIDS // TOY CHEST _

_ HERITAGE BY HARLEY DAVIDSON // COLOGNE AND AFTER SHAVE

Legendary

EAU DE TOILETTEEAU DE TOILETTE

100 ML100 ML

IT’S NOT JUST A RIDE.

_ HARLEY DAVIDSON AD BILLBOARD

Harley Davidson

_ HARLEY DAVIDSON IPHONE APP

Harley Davidson

_HARLEY DAVIDSON HEADQUARTERS

BURN THE TIRE

_ HARLEY BUS SHELTER

THE TIRE

_HARLEY DAVIDSON SHOPPING BAGS

_ HARLEY DAVIDSON MONSTER TRUCK

www.harleydavidson.com

THE ROAD IS YOURS.

BEGIN THE JOURNEY >>

www.harleydavidson.com

2010 MOTORCYCLES

2009 MOTORCYCLES

USED BIKES

SPECIAL EDITIONS

POLICE & FIRE/RESCUE

Now we’ll admit, we here at RideLust usually favor crotch rockets above any other type of motorcycle, but we’re objective enough to give credit where credit’s due. Even though it probably won’t leave Messrs. Harley and Davidson quaking in their steel-toed boots, the Honda Fury does offer some sizable competition in the touring bike arena. Definitely geared towards the “Orange County Chopper” crowd, the Honda Fury features the longest wheelbase ever found on any production

Honda motorcycle, as well as what Honda calls a “furious” exhaust note.

RIDELUST

MOTORCYCLES GET ON A BIKE PARTS AND APPAREL EXPERIENCE OWNERS MUSEUM COMPANY

HOPE YOU ENJOYED THE JOURNEY.

HARLEY DAVIDSON

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