Harley-Davidson launches RIDE platform, renewing brand with heritage and future focus

Harley-Davidson has introduced RIDE, a new global brand platform that honors its century-old heritage while targeting modern riders. The initiative includes a refreshed visual identity featuring the return of the classic bar and shield logo, symbolizing the brand's roots and future direction. The launch is supported by a national campaign showcasing authentic rider experiences, emphasizing community and the joy of riding. This move sets the stage for Harley-Davidson's upcoming company strategy rollout in May, aiming to expand its rider base and deepen its cultural impact.