Harley-Davidson, founded in 1903 in Milwaukee, Wisconsin, is a globally recognized symbol of American motorcycle culture. Legacy Harley-Davidson in Midland, Texas, aimed to develop a branding and apparel design that fused the iconic Harley-Davidson spirit with the distinct character of Midland-Odessa’s oil industry history, creating a design that honored both Harley-Davidson’s legacy and the local culture. The design was used on apparel and promotional items such as drinkware to strengthen local brand recognition.
This project combined Harley-Davidson’s legendary heritage with the distinctive spirit of West Texas. With rugged typography and a Western-inspired “Legacy” font, the design honors both the brand’s iconic legacy and the local culture. Elements such as the longhorn skull with the Bar & Shield logo, a Texas highway, and regional symbols like the Midland skyline, sunset gradient, and oil rigs, blend local identity with Harley-Davidson’s themes of freedom and resilience.
