Harley-Davidson revs up its branding with an eye on the future

Harley-Davidson has unveiled a new global brand platform called ‘Ride’ as it seeks to give its iconic brand a makeover and prepare for the next phase of its development strategy.  

The company says the new platform is designed to modernise and reinforce Harley-Davidson’s heritage, positioning riding not just as a product experience, but a cultural identity for its global audience. 

“More than a word, ‘Ride’ is, at its core, the very idea that defines and drives Harley-Davidson. It is an action, a feeling, and a way of life that has been embedded into the brand since its founding in 1903,” a press release emphasises. 

“Harley-Davidson doesn’t have merely owners, rather a community of passionate riders. The very notion of ‘Ride’ brings people together, clears the mind and turns miles into stories, reaffirming that life is better on two wheels.” 

Full reset of the brand strategy is due in May  

Comments Artie Starrs, President and CEO of Harley: “I’m thrilled to launch the ‘Ride’ platform as a full reset of the brand ahead of our company strategy rollout in May. It celebrates the fun and joy people experience riding the world’s greatest motorcycle.” 

With the launch of the new platform, the brand unveils a new visual identity, anchored by the return of the historic Harley-Davidson bar and shield logo; a nod to where it all began and a signal to the role heritage continues to play in shaping the future of Harley-Davidson. 

The platform debut comes to life through a video set to ‘On the Road Again’, an iconic 1980 hit song made famous by country singer Willie Nelson. 

Harley-Davidson was founded in 1903. It describes its brand mission thus: “More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.” 

You can watch the new Harley-Davidson brand video on YouTube here.