Bar & Shield: History of the Motor Company's Emblem
For many, the black and orange logo evokes strong emotions, but where did it come from?
Iconic Logo
The Harley-Davidson 'Bar & Shield' logo is instantly recognizable, but its origin is unknown. No records exist stating who first designed the logo or why the striking color combination was chosen. Adding to the mystery, different colors and variations of the iconic logo have been introduced over time, something that continues to this day.
Familiar Orange
The Bar & Shield layout has remained relatively unchanged since its introduction in the early 1900s. The first known appearance of the iconic logo is as a toolbox transfer decal beginning in 1908. By 1910, the logo begins to appear on parts packaging and in company literature. Around 1920, the logo takes on the familiar vivid orange color with black text and graphics.
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Oak Leaf
The 'Oak Leaf' is Harley-Davidson's first logo — predating the Bar & Shield. The logo was apparently created by Jane Davidson, Arthur Davidson’s aunt, who also reportedly painted the Motor Company name on the original shed door. The Oak Leaf emblem was found on steering necks and the left-hand side of early toolboxes. Located on the right-hand side, the Bar & Shield appeared in conjunction with the Oak Leaf throughout the 1920s.
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Parts Packaging
Black and orange was not the only color scheme for the Bar & Shield. After its introduction, the logo was displayed in various color combinations, font, and design variations. The black and orange version was almost exclusively used for parts packaging with rare appearances in print items or on clothing. Despite its limited use, the Bar & Shield was registered as a trademark in 1910.
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Patent Logo
A version of the Bar & Shield is the 'patent' logo. Produced as a decal, the unique logo features the familiar crest with a list of patent dates and numbers attached. Usually applied to oil tanks, the decal appears in the early-1900s and is used until the mid-1960s. Select 2008 Crossbones models received an emblem version of the decal affixed to the Softail's oil tank.
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Silver Wings
During the 1930s, the Bar & Shield logo began to appear more frequently on Motor Company clothing. Fashionable sweaters sported the logo with embroidered silver wings. Club monograms could be added to these sweaters when ordering. Dapper riding caps also featured the winged logo. It took until the 1960s before the trademark became commonplace on Harley-Davidson jackets, jerseys and shirts.
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Successful Anniversary
The silver ‘V’ logo was issued in 1953 to celebrate the Motor Company's 50th anniversary. The design was so successful that variations were used until 1972. The official logo took a modern design turn in 1963. Sometimes called the 'diamond' logo, it was extended horizontally to better fit the profile of a gas tank. A simplified version of this logo was also found on Harley-Davidson's small-displacement motorcycles.
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Staple Logo
There are few, if any other brands, that evoke emotions quite like Harley-Davidson. The contemporary version of the logo made its appearance in the mid-1960s and remains true to the original Bar & Shield trademarked in 1910. By 1976, the black and orange logo had become standard. Since then, the logo has become a staple for apparel, advertising, and communications.
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Genuine Article
Harley-Davidson's well-deserved reputation means that it has to protect its trademarks. In the past decade, infringement and willful counterfeiting have led to million-dollar lawsuits against other well-known retailers. The Motor Company states that the “only way to be sure you're buying a genuine Harley-Davidson product, and protect yourself from fraud, is to buy directly from the Harley-Davidson authorized dealer or retailer.”
Photo courtesy of Urban Outfitters
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Logo Variations
A myriad of logo variations has graced gas tanks over the past century. In 2018, a minimal, outlined, version of the corporate logo appeared. The LiveWire recently received a blue version of this logo. The use of blue can be traced back to 1948. While it represents the past, it is also the future, and hopefully another one-hundred years of the Bar & Shield — whatever the form.
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