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(Brand guidelines) // Automotive

Harley-Davidson brand
guidelines

Harley-Davidson’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from harley-davidson.com.

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About Harley-Davidson

Harley-Davidson is an American motorcycle manufacturer and lifestyle brand built around motorcycles, riding gear, accessories, and a worldwide rider community. Its creative work pairs a distinctive heritage with performance, self-expression, and the freedom to take the long way home.

Use Harley-Davidson’s Bar & Shield identity as the signature mark. Choose the standalone wordmark, emblem, or supported combination appropriate to the available space; keep the mark intact and readily recognizable. Use the supplied standalone marks as identity assets, not as generic decorative icons.

Harley-Davidson colors

  • Orange

    Signature accent

    HEX
    RGB

  • White

    Light backgrounds and contrast

    HEX
    RGB

  • Black

    Website text

    HEX
    RGB

Harley-Davidson fonts

  • Franklin Gothic ATF

    Headings · 700, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Harley-Davidson’s voice

Write with confident energy and a strong sense of movement. Connect performance and engineering to the lived pleasure of riding, exploration, and personal freedom. Favor vivid, direct phrasing, active verbs, and conversational turns of phrase over abstract corporate language.

Use evocative lines such as “Make Every Ride the Long Way Home,” “Where touring becomes detouring, and everything is a road,” and “every road is a reason to take the long way home.”

For product copy, pair a concrete feature with its rider benefit, then give it emotional lift: explain what the machine offers and why it makes the ride more rewarding. Keep technical details accurate and scoped to the specific model.

  • “Make Every Ride the Long Way Home”
  • “Where touring becomes detouring, and everything is a road”
  • “every road is a reason to take the long way home”

Dos and don’ts

Do

  • Use the Bar & Shield identity or another supported Harley-Davidson mark where a brand signature is needed.
  • Build a high-contrast visual language with orange accents, black, grays, and white.
  • Write with active, vivid language that connects performance to freedom, exploration, and the ride itself.
  • Pair product features with specific rider benefits, and keep model claims accurate to the model.
  • Use Franklin Gothic ATF for the evidenced heading and body roles.

Don’t

  • Don’t redraw, distort, or fragment the brand mark.
  • Don’t flatten every message into generic technical language; preserve the human excitement of riding.
  • Don’t apply a model-specific feature or performance claim to the entire motorcycle range.

Harley-Davidson imagery

128 images from harley-davidson.com, in 2 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery brand and campaigns

50 images

Use the brand’s own marks and backdrops for identity-led work. Use campaign and lifestyle photography to express the connection between motorcycles, riders, and the open road. Product tiles and editorial images can support product, shopping, and advice content. Treat each image as a visual reference for its own subject and context.

  • A man in a helmet and brown jacket mid-air, jumping off a Harley-Davidson Heritage Classic motorcycle on a dusty desert road under a bright, cloud-dotted sky.
  • A vibrant blue touring motorcycle with a prominent front fairing and matching hard saddlebags is parked on a paved road in a vast desert landscape.
  • A motorcyclist in a dark helmet and gear rides a metallic blue touring motorcycle along a curved desert road.
  • A dynamic action photograph features a person riding a red and black motorcycle down a sun-drenched urban boulevard.
  • A single bright motorcycle headlight cuts through the night on a dark urban street flanked by brick buildings.
  • A vibrant blue touring motorcycle with hard saddlebags is parked on an asphalt road in a wide landscape shot.
  • A minimalist, light gray outline of the classic Harley-Davidson bar-and-shield logo is centered on a plain, stark white background.
  • A minimalist, light gray outline of a classic bar and shield emblem centered on a plain light gray background.
  • Two individuals are captured from behind, hunched over and focused on manual work in a sun-drenched industrial setting.
  • A close-up portrait shows an older man with a grey beard, wearing a flat cap and dark sunglasses, pointing directly at the camera with a playful smile.
  • A close-up photograph focuses on the back of a black athletic-style jersey worn by an individual facing away from the camera.
  • A close-up, dynamic shot focuses on a rider's gloved hands gripping the chrome handlebars of a matte blue touring motorcycle.
  • A close-up studio shot highlights the sleek blue bodywork and illuminated LED headlight of a modern motorcycle emerging from deep shadows.
  • A low-angle, wide-action photograph captures a dark touring motorcycle with a large front fairing and blue windscreen speeding toward the viewer.
  • A close-up product photograph of three silver Mobil 1 motor oil jugs and various automotive filters arranged on a wooden workbench.
  • A low-angle, cinematic action shot captures a motorcyclist leaning into a turn on a paved mountain road.
  • A low-angle, wide shot captures a red tractor with glowing headlights driving across a dark, muddy field under a heavy, overcast grey sky.
  • A wide-angle photo captures a brightly lit industrial workshop where two technicians, one in a red shirt and one in blue, inspect a large, complex mechanical…
  • A motorcycle rider in a grey jacket maneuvers a cruiser bike through a training course marked with curved white lines and small cones.
  • A high-angle, wide-angle photograph capturing rows of vintage-style black motorcycles parked closely together on a reddish-brown brick pavement.
  • A group of campers gathers around a small, glowing campfire at dusk in a wooded clearing.
  • A dynamic, high-angle motion shot captures several motorcycles cruising down a winding mountain highway alongside a lake.
  • A close-up photograph focuses on the gleaming chrome instrumentation and front headlamp assembly of a classic blue motorcycle.
  • A wide-angle, low-perspective photo captures two motorcyclists cruising down a straight, open highway under a vast, overcast sky.
  • A wide-angle landscape photograph features two men standing beside a vintage-style cruiser motorcycle on an open road at dusk.
  • A square QR code composed of black modules on a white background, featuring the standard three large square position detection patterns in the top-left,…
  • A person in dark pants and tan shoes walks from the foreground toward a parked silver touring motorcycle on a flat, dusty plain.
  • A rugged Harley-Davidson Pan America adventure motorcycle with red crash bars and grey panniers stands in a dry, grassy field.
  • A side-profile product shot of a cherry red Harley-Davidson Low Rider motorcycle against a plain white background.
  • A side-profile product shot of a silver Harley-Davidson Road King motorcycle against a solid white background.
  • A side-profile product shot of a navy blue Harley-Davidson Iron 1200 motorcycle set against a clean white background.
  • A side-profile studio photograph of a three-wheeled Harley-Davidson Tri Glide Ultra in a striking two-tone metallic gold and black finish.
  • A high-clearance adventure touring motorcycle is captured in a profile product shot against a plain white background.
  • A side-profile product shot of a teal and black Harley-Davidson LiveWire electric motorcycle against a stark white background.
  • A low-angle lifestyle photo features a gleaming black Harley-Davidson Road Glide motorcycle in the foreground, its batwing fairing and front tire dominating…
  • A close-up photograph featuring a raised, brushed-metal 'Harley-Davidson' emblem mounted on a matte black, curved surface, likely a motorcycle fuel tank.
  • A deep blue Harley-Davidson Sportster motorcycle sits parked diagonally across an asphalt parking space in bright, direct sunlight.
  • A close-up photograph captures a man with tattoos on his hands meticulously working on the chrome engine of a black Harley-Davidson motorcycle.
  • A man named Jay in a black pinstriped mechanic's shirt and a young woman in a black leather jacket review a motorcycle catalog together at a counter.
  • A close-up photograph features a person on a black Harley-Davidson motorcycle in an asphalt training lot, wearing a matte black helmet and an orange and…
  • A close-up studio photograph focuses on a high-polish chrome heel-toe shifter and a matching floorboard installed on a motorcycle engine.
  • A minimalist, gray line-art icon of a touring motorcycle centered on a light gray background.
  • A close-up photograph of a table spread featuring a burger, a side of fries, and a small dish of white dipping sauce on a wooden surface.
  • A vibrant assortment of colorful cocktails, including a yellow drink with mint, a red drink with fruit, and a dark amber cocktail, sits on a wooden bar top.
  • An overhead lifestyle photograph captures a vibrant group toast above a rustic wooden table filled with tapas and appetizers.
  • A man wearing a headset sits behind a large, bright yellow pile of snack foods in a colorful broadcast studio.
  • A festive close-up photo focuses on a man dressed as Santa Claus, winking mischievously at the camera.
  • A man with a red beard and sunglasses gestures towards a massive black industrial smoker overflowing with large cuts of meat.
  • A medium close-up photograph features a woman with dark hair and glasses looking directly at the camera with a neutral, professional expression.
  • A blurred motion photo captures a pair riding a motorcycle along a desert highway at dusk, with the passenger in an orange helmet and sunglasses looking back…

Imagery motorcycles

78 images

Use motorcycle imagery to show the machine as both a designed object and a vehicle for real riding. The brand’s product storytelling foregrounds distinctive silhouettes, mechanical details, color and finish, rider-focused features, and motorcycles in motion or in their riding environments.

  • A vibrant red and black touring motorcycle is shown in a profile studio shot against a white background.
  • A studio product photo shows a custom touring motorcycle from a side profile against a clean white background.
  • A high-performance touring motorcycle is showcased in profile against a plain white background.
  • A vibrant blue touring motorcycle is shown in profile against a plain white background, highlighting its sleek, aerodynamic build.
  • A side-profile product shot of a dark grey touring motorcycle, featuring a large shark-nose fairing with a small blue-tinted windscreen and hard-shell…
  • A heavy-duty black touring motorcycle is captured in a side-profile studio shot against a plain white background.
  • A profile view of a navy blue touring motorcycle with chrome detailing and a large front fairing.
  • A side profile of a dark burgundy and black touring motorcycle with integrated hard-shell saddlebags and a large front fairing.
  • A high-contrast studio photograph captures the intricate, metallic details of a V-twin motorcycle engine set against deep shadows.
  • A close-up studio photograph focuses on the front fairing of a royal blue motorcycle, featuring illuminated white LED light strips that sweep across its…
  • A close-up studio photograph focuses on the illuminated front lighting assembly of a vibrant blue motorcycle.
  • A close-up studio shot of a vibrant cobalt blue motorcycle against a stark black background.
  • A close-up studio photograph of a motorcycle dashboard and fairing against a dark background.
  • A bright blue touring motorcycle takes center stage, leaning into a curve on a desert highway with a rocky, sunlit cliff in the background.
  • A vibrant blue Harley-Davidson touring motorcycle stands out against a blurred desert landscape with rocky cliffs and sagebrush.
  • A low-angle, cinematic action shot captures a bright blue touring motorcycle cruising directly toward the viewer on a desert road.
  • A vibrant blue touring motorcycle with hard saddlebags is parked on a paved road, facing right in a three-quarter view.
  • A high-angle tracking shot captures a motorcyclist in dark gear leaning into a sharp, curving mountain road with a white guardrail.
  • A tight studio close-up showcases the leaning front wheels of a blue Yamaha Niken motorcycle against a solid black background.
  • A close-up studio photograph focuses on a textured, grey-black leather motorcycle seat installed on a vibrant blue cruiser bike.
  • A profile view of a rugged adventure motorcycle with a vibrant orange fuel tank and fairing set against a stark white background.
  • A vibrant blue and black adventure motorcycle is shown in a clean studio profile shot against a plain white background.
  • A rugged adventure motorcycle in matte olive green is shown in a clean side profile against a stark white background.
  • Two modern motorcycles, one in deep red and one in royal blue, are parked side-by-side on a winding mountain road.
  • A motorcyclist clad in dark protective gear and a full-face helmet leans aggressively into a sharp right turn on a paved course.
  • A wide-angle, sunlit outdoor shot captures a bustling motorcycle rally with several custom bikes parked on a green lawn in the foreground.
  • A high-angle, wide landscape shot captures a group of motorcyclists navigating a winding, dusty gravel road through a lush mountain forest.
  • A close-up, warm-toned action photo captures a professional bass fisherman in a branded orange and black jersey signing an autograph for a fan.
  • A high-contrast, black and white extreme close-up photo of a motorcycle engine's intricate mechanical components.
  • A high-angle product shot features a black smartphone displaying a battery charging graphic alongside heavy-duty black and red jumper cables.
  • A side-profile studio shot of a vibrant red touring motorcycle, featuring a prominent V-twin engine and integrated hard saddlebags.
  • A white touring motorcycle is captured in a profile product shot against a clean white background.
  • A high-performance black touring motorcycle is captured in a crisp product shot from a side-profile view against a clean white background.
  • A side-profile product shot of a metallic crimson touring motorcycle, featuring a large front fairing, a low-slung black seat, and matching red hard-shell…
  • A high-contrast profile shot of a sleek black cruiser motorcycle against a plain white background.
  • A side-profile product shot of a deep blue heavy-touring motorcycle with a large aerodynamic front fairing and hard-shell saddlebags.
  • A profile view of a vibrant red touring motorcycle with a large front fairing and matching hardshell saddlebags.
  • A side profile product shot of a metallic red touring motorcycle with large integrated saddlebags and a front fairing.
  • A high-angle studio profile shot of a modern three-wheeled motorcycle, or trike, featuring a matte grey paint finish and blacked-out mechanical components.
  • A sleek, three-wheeled touring motorcycle is captured in a sharp profile view against a stark white background.
  • A vibrant red three-wheeled touring motorcycle, or trike, is captured in a side-profile product shot against a plain white background.
  • A classic cruiser motorcycle is shown in a side profile studio shot against a plain white background.
  • Brand image
  • A blue and silver touring motorcycle is captured in a side-profile studio shot against a plain white background.
  • A profile-view studio photograph of a low-slung cruiser motorcycle facing right.
  • A tight, overhead studio shot captures the intricate mechanical textures of a V-twin motorcycle engine.
  • A close-up studio photograph focuses on the front profile of a sleek, all-black cruiser motorcycle against a dark backdrop.
  • A close-up, high-contrast black and white photograph highlights the textured saddlebag of a motorcycle.
  • A close-up, high-contrast studio photograph of an Indian motorcycle emphasizes its dual high-mount exhaust pipes and sleek metallic gray fuel tank.
  • A close-up studio photograph focuses on a motorcycle's digital round dashboard and handlebars against a dark, moody background.
  • A close-up, dynamic action shot of a person riding a motorcycle, leaning forward over the fuel tank.
  • Two motorcyclists ride side-by-side across a wide, sun-drenched bridge with suspension cables visible against a clear sky.
  • A low-angle lifestyle photo features a matte black custom bobber motorcycle parked on a wet, cobblestone city street.
  • A person in black leathers and a dark full-face helmet leans forward over a powerful motorcycle, one arm reaching back as if catching the wind.
  • A side-profile studio photograph focuses on the mechanical heart of a dark, modern cruiser motorcycle.
  • A close-up, dramatic product shot features a matte black and grey motorcycle fuel tank against a pitch-black background.
  • A high-contrast profile shot of a modern cruiser motorcycle, featuring a prominent V-twin engine and distinctive high-mount exhaust pipes.
  • A close-up studio photograph focuses on the front wheel of a black motorcycle against a pitch-black background.
  • A high-contrast black and white graphic illustration of a cruiser-style motorcycle in a side profile.
  • A profile studio photograph of a classic cruiser motorcycle, presented in a side view against a stark white background.
  • A monochrome, high-contrast photograph captures a close-up, top-down view of a motorcycle's foot controls and engine components.
  • A close-up studio photograph of a motorcycle's front wheel, featuring a textured tire and a detailed metallic disc brake system.
  • A dramatic close-up photograph of a motorcycle engine and frame components, emphasizing mechanical intricacy through deep shadows and cool, low-key lighting.
  • A dark red Harley-Davidson Pan America adventure motorcycle is positioned diagonally in a studio shot against a deep black background.
  • A close-up studio shot highlights the rear mechanical details of a motorcycle against a dark, textured floor.
  • A close-up studio photograph focuses on the front wheel and fork of a dark, customized motorcycle against a textured black background.
  • A close-up studio shot highlights the sleek fuel tank and front fairing of a black adventure motorcycle against a solid black background.
  • A close-up studio photograph of a futuristic matte silver motorcycle fairing set against a stark black background.
  • A low-angle studio shot highlights the complex engine and mechanical components of a dark maroon motorcycle against a black background.
  • A moody, extreme close-up of a dark motorcycle engine highlights the intricate mechanical textures and metallic pipes against a black background.
  • A low-angle studio photograph focuses on the rear assembly of a matte black motorcycle against a pitch-black background.
  • A detailed close-up shot of a motorcycle's front wheel, showcasing the perforated metal disc brake and mechanical caliper assembly.
  • A dark, rugged adventure motorcycle is parked in profile on a dusty roadside against a backdrop of hazy, layered mountains and a distant shoreline.
  • A dynamic high-angle shot captures two adventure touring motorcycles leaning into a paved mountain curve lined with orange double-lines.
  • A low-angle lifestyle photograph of a person in black gear riding a vibrant red touring motorcycle along a paved road.
  • A dynamic wide-angle action photo captures two motorcyclists cruising down an open highway under a bright, cloudy sky.
  • A profile view of a blue and black adventure touring motorcycle parked on a solid white background.
  • A profile view of a rugged adventure touring motorcycle, featuring a red frame and gray fuel tank.

More from the Brand Skill

Brand experience imagery

Use imagery from Harley-Davidson’s own rider experiences and branded destinations to show community, learning, events, and the wider culture around riding. Keep the subject of an image aligned with the story or experience it accompanies.

Download Harley-Davidson’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Harley-Davidson’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 128 images and the logos. The font files belong to H-D U.S.A., LLC, so they’re left out.

Download the Brand SkillZIP, 2.8 MB

harley-davidson-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ imagery-brand-and-campaigns.md

│ ├ brand-experience-imagery.md

│ └ imagery-motorcycles.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from harley-davidson.com on 3 Nov 2026. It isn’t Harley-Davidson’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Harley-Davidson and its logos are trademarks of H-D U.S.A., LLC. Rainbrand isn’t affiliated with or endorsed by H-D U.S.A., LLC.

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