This logo was created for a start-up Harley-Davidson dealership being built in Aurora, Colorado. After presenting 5 conceptual pencil drawings to the client, Ray Cooper, he decided to pursue this ovular design. The type revolves around an oval which features a mountain range, a Harley motorcycle in silhouette, and an eagle’s head in the background where the negative space of the motorcycle completes the lower part of the eagle’s beak. Once the digital image was completed, color variations were presented. The client decided to move forward with the Harley-Davidson corporate colors of orange and black. The logo was then submitted to Harley’s corporate team for approval. Mile High Harley-Davidson, a motorsports dealer in Aurora, Colorado offers customers new and used Harley-Davidson motorcycles, parts, motor clothes and accessories including t-shirts, leather goods, jewelry and other gifts, motorcycle rentals, test rides, and repairs. They are involved in the community sponsoring many rides and parties including the annual Toy Run to benefit Children’s Hospital Colorado a few weeks before Christmas. Harley-Davidson Inc, often abbreviated H-D or Harley, is an American motorcycle manufacturer founded in Milwaukee, Wisconsin, during the first decade of the 20th century. it was one of two major American motorcycle manufacturers to survive the Great Depression (the other was Indian).

Harley-Davidson also survived a period of poor quality control and competition from Japanese manufacturers. The company sells heavyweight (over 750 cc) motorcycles designed for cruising on highways. Harley-Davidson motorcycles (popularly known as “Harleys”) have a distinctive design and exhaust note. They are especially noted for the tradition of heavy customization that gave rise to the chopper style of motorcycle. Except for the modern VRSC model family (V-Rod), current Harley-Davidson motorcycles reflect the styles of classic Harley designs. Harley-Davidson’s attempts to establish itself in the light motorcycle market have met with limited success and have largely been abandoned since the 1978 sale of its Italian Aermacchi subsidiary. Harley-Davidson sustains a loyal brand community which keeps active through clubs, events, and a museum.

Print Magazine Design Winner
Print’s Regional Design Annual 2000
Certificate of Design Excellence: Logo for Mile High Harley Davidson in Aurora, CO
October 2000
Awards