Harley-Davidson is reigniting their brand with the global launch of RIDE, a refreshed brand platform that honors more than a century of driving motorcycle culture, designed for the riders of today, and paves a path forward for Harley-Davidson.
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. 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.
"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, a Harley-Davidson," said Artie Starrs, President and CEO, Harley-Davidson.
With the launch of RIDE, Harley-Davidson 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.
