The Bar & Shield Logo
The Story Behind the Badge
One of the most frequently asked questions about Harley-Davidson is the origin of the Bar & Shield logo. Its early years are a mix of documented facts and enduring mysteries, making it a symbol rich with history and intrigue. No archival records have confirmed who designed the logo nor what inspired them. Other logos used by various companies over history have included shields, crests, and other similar designs. The Harley-Davidson design was not the first, nor the last.
Harley-Davidson filed a trademark application with the U.S. Patent Office on January 30, 1930, which stated that the trademarked Bar & Shield "has been continuously used and applied to said goods in applicant's business since May 6, 1910." An official trademark application was made to the U.S. Patent Office on July 19, 1910 for the Bar & Shield logo. Among the H-D Archives’ earliest items bearing the logo is the back cover of the 1910 motorcycle catalog. It is also known that Harley-Davidson offered an accessory wet transfer decal for motorcycle toolboxes and frame necks. Both had part numbers that date back to 1908.
The first association of the logo with black and orange coloring is most closely dated to 1922, when parts and accessories packaging took on a new look. This would become the most common “black and orange” use of the logo for many years to come. In product catalogs, posters, and other print items, the logo was often in different color treatments. Other differences are found in the shapes of the shield and fonts used.
By 1964, the logo was replaced by two simplified and modernized versions. The more common logo from the 1960s is informally called the “diamond logo.” The intent was for the logo to provide a cleaner and more streamlined version of the logo. It also matched a period of new product lines, including golf and utility vehicles. Technically, the 1963 model year would mark the first time the diamond logo was used on H-D motorcycle gas tanks. The first gas tank appearance of the present-day logo was on the 1977 XLCR Café Racer.
In 1976, the Motor Company began using the version still in use today. The current logo was actually revived from a monogram patch sold by H-D in 1931. With its 1976 reintroduction, black and orange were now the consistent colors. The new millennium saw another update to the logo removing the letters and relying on the iconic bar and shield shapes to convey the brand’s continuing heritage.
The Bar & Shield has become among the most recognized logos in the world. Even for millions who’ve never ridden a motorcycle, the Bar & Shield is unmistakable.
Bar & Shield Logo, 1949
Packaging samples showcase the logo of the era.
Diamond Logo, 1966
The updated logo and new 1960s look on parts and accessories packaging.
Heritage Logo
This version of the logo came into common use in the 1970s and continues the heritage style on products today.
Modern Logo
This modern distillation of the logo continues to represent Harley-Davidson legacy of freedom, craftsmanship, and American spirit.
More Historic H-D Stories
Discover the history of Harley-Davidson's iconic Bar & Shield logo, a symbol of American craftsmanship, innovation, and freedom. First introduced in 1910, the logo has evolved while remaining a central emblem of Harley-Davidson motorcycles, apparel, and accessories. Learn about its origins, early designs, and enduring legacy as one of the most recognized logos in motorcycle history. Explore how the Bar & Shield continues to represent the Harley-Davidson commitment to quality, adventure, and the open road.