Harley-Davidson Launches RIDE Brand Platform with New Visual Identity and Campaign
Harley-Davidson unveils RIDE, a global brand platform that refreshes its identity with a return to the historic bar and shield logo and a campaign featuring Willie Nelson's 'On the Road Again.'
- 2026
- 1903
What Happened
Harley-Davidson launched RIDE, a refreshed global brand platform that honors over a century of motorcycle culture while appealing to modern riders. The platform debuts with a new visual identity centered on the historic bar and shield logo, and a video set to Willie Nelson's 'On the Road Again' featuring real riders.
“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.”
The campaign will air nationally across broadcast and streaming platforms, accompanied by an integrated marketing push. The initiative emphasizes community and the joy of riding, aiming to attract both long-time enthusiasts and new riders.
Why this matters
The RIDE platform aims to rejuvenate the Harley-Davidson brand for a new generation while honoring its heritage, setting the stage for a broader company strategy rollout in May.
Terms in This Story
- bar and shield logo
- Harley-Davidson's iconic logo featuring a bar and shield design, used on motorcycles and merchandise.
- brand platform
- A unified marketing strategy and visual identity that communicates a company's core message and values.
Summarised from the linked release; details can be imperfect — always verify against the original source.