Harley-Davidson Dealer Logo

Freedom Road is the name of a Harley-Davidson motorcycle dealership based in Branford, Connecticut. I had worked with this client on several projects for Hardstreet and Wiseco. I was honored to work with him and his team on this logo design.

The Open Road

The Harley-Davidson Motorcycle Company was founded in 1903. While technology has undergone many changes in 100+ years, the love for two-wheels on the asphalt and endless open roads is still alive.

The design must include: a road, natural scenery, the dealer name, Harley-Davidson’s name, Harley-Davidson's signature orange and black, and the Harley-Davidson shield.

And, just to crank things up a notch, the logo had to be approved by Harley-Davidson Corporate.

Early Concepts

The Detour

After corporate’s first round of sketch reviews, we learned that there had been a miscommunication. Dealers were not allowed to have the Harley-Davidson shield in their franchise logos.

The client and corporate liked how direction. This also allowed for slightly more “freedom” as we moved forward with a new round of concepts without the shield.

Final Concepts

The Destination

The final approved design combines the classic winding road, hills, and evergreens.
From the bottom up, the design positions the Harley-Davidson brand as the foundation. The dealer’s name, Freedom Road, is positioned as the connection between the desired brand and the desired lifestyle.

In the spirit of the HD shield, the overall shape takes on the character of a badge or jackent emblem. Its compact shape and bold presence are perfectly designed for use on digital and printed media, signage, products, and apparel.