PROTECTING OUR BRANDS Harley-Davidson logos and trademarks symbolize more than just the quality and heritage of our products. They stand for some- thing important enough that people tattoo them on their skin. It’s something that can’t easily be expressed with words, but is felt in the soul. For many, “Harley-Davidson” isn’t a name or a brand. 3 It’s a way of life. Although it may be more difficult to capture the Harley-Davidson experience on paper, all members of the H-D family—corporate employees, distributors, dealers, licensees, suppliers, and marketing partners alike—must use words and symbols to communicate with each other and our customers. Our “visual identity” encompasses all of the ways our brand is communicated graphically—from logos and trademarks to color and typeface. It gives us a direct line to people’s emotions, instantly triggering all the thoughts and feelings people associate with Harley-Davidson.So all elements of our visual identity must reflect the strength and tradition that Harley-Davidson represents. All the time. Our logos and trademarks are some of our most valuable assets, so authorization to use them can only be given by the Harley-Davidson Motor Company.To preserve and protect the power of those marks, it is essential that everyone with the right to use them does so correctly. The material that follows is designed to provide clear guidelines on how to do that. And it also sets standards that allow us to maintain a consistent and strong presence in the marketplace. If you are about to use the Harley-Davidson name, trademarks, or logos you should confirm with your Harley-Davidson Motor Company contact that you are an authorized user. You are in the unique position to protect and build the Harley-Davidson brand, and to ensure its legacy lives on. So embrace this opportunity. Take pride in it. And uphold what Harley-Davidson is all about.