Reinventing the Icon: How Harley-Davidson Elevates Its Brand Across Segments

Harley-Davidson is undeniably one of the world’s most recognizable brands—a reputation built not just on performance, but on the power of storytelling. Each Harley badge isn’t just a logo; it’s a symbol of freedom, rebellion, and the open road. However, as the brand has expanded its lineup to appeal to a broader spectrum of riders, the challenge of preserving its iconic status across diverse models has become more complex. 

For a brand as iconic as Harley-Davidson, the emblem itself carries a promise. It’s a pledge of quality, power, and heritage. But how do you preserve that iconic status while adapting to different customer segments and price points without compromising brand prestige? 

Crafting a Signature for Every Ride
To tackle this challenge, Harley-Davidson turned to LaFrance, a trusted partner in premium on-product branding. The goal was to design a versatile range of badges that could maintain the brand’s identity while reflecting the distinct personality of each bike. This required a creative approach, blending a wide variety of materials, finishes, and textures to capture the spirit of each model—from the stripped-down power of a street bike to the rugged strength of a touring machine. 

By leveraging LaFrance’s expertise in premium branding, Harley-Davidson found a way to honor its legacy while embracing innovation. Each emblem became a unique piece of art, tailored to its model, yet unmistakably Harley. 

Bold Moves, Bigger Impact
The result? Harley-Davidson successfully expanded its brand’s reach without compromising its essence. Even their more affordable models now proudly wear premium, thoughtfully crafted emblems—each one reinforcing the Harley promise of quality and rebellion. This move not only solidified the brand’s iconic status but also extended its influence to a broader, more diverse audience, challenging industry norms and setting a new standard for premium branding. 

At LaFrance, we’re proud to support brands that refuse to compromise. Because when every detail is part of the story, the badge becomes more than a symbol—it becomes a promise.