Harley-Davidson Launches RIDE Branding, Restores Historic Logo for Global Campaign
Harley-Davidson has launched 'RIDE,' a global brand platform featuring a new visual identity and reinstating its historic bar and shield logo to reset brand ahead of its May strategy rollout. The campaign includes a national broadcast and streaming video featuring Willie Nelson’s 'On the Road Again' to bolster rider engagement.
1. Introduction of RIDE Platform
Harley-Davidson has launched RIDE, a global brand platform designed for today’s riders that reaffirms the company’s century-old heritage and unites its community under a single concept of riding as a way of life.
2. New Visual Identity
The rollout includes a new visual identity anchored by the return of Harley-Davidson’s historic bar and shield logo, signaling the brand’s commitment to its origins while paving the way for future evolution.
3. National Campaign Launch
A video set to Willie Nelson’s “On the Road Again” will air across broadcast and streaming platforms, featuring authentic rider footage to showcase the spirit of freedom and drive an integrated internal and external campaign.
4. Strategic Context
This brand reset precedes Harley-Davidson’s company strategy presentation in May, positioning RIDE as the foundation for upcoming product, marketing and growth initiatives aimed at expanding the rider base.