OUGD504- Wider research into Harley Davidson

Local Harley Chapters- possible distribution path

Amongst the formal research presented on this blog, several interviews took place but sadly I was unable to publish them in this format as it was clear they didn't want their names or stories broadcast online.

An investigation into small UK based Harley Davidson chapters, researching and categorising the different levels of HD, and the relationship between white vs black patch clubs.

Deva Legion, UK - Chester Rally hosts 2016

Aprox. 200 Members.

Deva is a chapter founded on the decline of Manchester chapter, Rainy City. Based in Chester and named of the medieval routes of the location, further perpetuated by the logo and logotype.

Website inept and not fit for purpose, especially when considering the technical competence of the aging target audience. Bad design perpetuating the Harley Davidson colours in a vivid, yet illegible manor prompting to confuse the viewer. Little design consideration and only 1 link working on the whole website. No information about ride outs or how to join the chapter or even language making new viewers feel included. This makes it hard for new members to join, suggesting the inclusiveness of HD clubs.

HOC Manchester, UK

Aprox. 20 Members.

Similar to Deva Legion in start up, HOC is one of the smallest clubs I personally am familiar within within the UK biking scene. A stronger community feel is created by the intimacy and acceptingness of the members, something slightly different than other larger clubs.

HORRIFIC website design, created with little concern to user experience. Again, the an unfit for purpose website, especially when considering the technical competence of the ageing target audience. Garish colours and motifs are probably intended to catch the viewers eye and act as a pride mark showing the logo, yet this only strains the viewers eyes and makes the key information harder to read.

HOC's spin and rebellion to HOG as a whole is emphasised through their branding. The iconic black and orange has been changed to royal blue, suggesting a lateral difference but an association to the heritage of HOG. Almost all HOC members have lived the HOG life for 20+ years, gaining Life Member status and in the slower decline of life.

Ladies of Harley

Ladies of Harley are a female only segment of Harley Owners Group. Despite many women being active member of HOG and the regular chapters, this 'women only' branch shows the spread of enthusiasts all across the world- some prefer the traditionally girly lifestyle over camping and black leathers, that is fine. LOH Provide a unique sanctuary for inclusivity, promoting the freedom of the lifestyle rather than any male intimidation. The design of Ladies of Harley is really quite cliche- perpetuating diamonte's, floral and hot pink. Even through this it suggests that Harley Davidson still need to segregate these women and have them wearing traditionally 'female' things- acting as a contradiction in the first place.

Despite Harley Davidson still holding onto its rebel attitude, the brand is definatley moving away from the stereotypical 'biker babe' ascetic, leading to a gender inclusive, modern design style. 

"Our Core Essentials are the classic custom styles that truly epitomize the rebellious and authentic appeal of HARLEY-DAVIDSON^®" they explain on their website. "We've got leathers, riding gear, functional outerwear, casual outerwear, sportswear and accessories – everything you need for some serious riding or kicking back." Harley continues to say "Many designs bear the BAR & SHIELD^® logo in our signature orange and black colours  whilst our Genuine collection features vintage graphics with a modern spin, that have a true Americana feel".

This America feel is what I want to tap into through my own publication. The sleepy black and white tones present within my photographic sequence connote a nostalgic ascetic- a point frequently raised in formative feedback. I want to play on this nostalgic Americana mood through all aspects of book production, starting with selecting appropriate images and body copy, still showing the true 'American Legend' the target audience knows it to be.

When considering the commercial viability to the book, I feel in a very fortunate position. As I have been immersed in the Harley culture my whole life, it has become so evident this is a collectors culture. More often of not, members of HOG have a higher disposable income and are prepared to spend silly amounts of money on anything slightly related to Harley- even more so if it touches on their bike model or something personal to them.

Type Trends through Harley Davidson

The Evolution of Harley Davidson has brought forth notable changes in design, evolution of engineering and subsequent brand development. 

Looking into the publication 'The Encyclopaedia of Harley Davidson', created by Peter Henshaw & Ian Kerr (published by S Webb & Sons Distribution LTD), 2002. The evolution of type on the engines was the most predominant change for an onlooker to observe. Harley have gone through many typefaces, currently protecting theirs with hefty licensing fee's and restrictions, but through the ages the iconic 'Harley Typeface' differs decade to decade. The brand has become such an institution amongst enthusiasts, it has little need for one set typeface- the iconic bar and shield logo does that for them.

 

Harley T-shirt from 1930's and 2010's. Not much has changed in terms of design or typeface. In the end, Harley always go back to a bold structured San-Serif, promoting a bold brand cemented and sealed in time. The structure of these two typefaces are tall in x-height, suggesting strength, and above all legible. When riding on the bike the main information needs to be legible, with these san-serifs being extremely legible in structure at distance and at speed.

Breakdown of the letterform- possible typeface to reconstruct for my own publication

 

Current bar and shield, developed and resolved to a strong San-Serif structure.

Interview with Robert Lea, Harley Owners Group life member and ex-President of HOC.

What do you feel has changed in the Harley scene today, since you first got into bikes?


Lots of things- from my perspective, I like bikes because I like the sense of freedom they bring. Its like a good pair of boots, when you find the right one you don't throw them away as soon as the sole starts to come off, you put in time and love and effort and get it fixed. Its the same with Harley, HD are known for being unreliable amongst the community, especially the old ones. New Harley have come along way from their ‘qualities’ from the past 100 years. The quality of the engineering has taken a downturn, but because people still want these things, people will put up with the shit because people regardlessly want Harleys. People still buy new Harleys because they just want to own a Harley. Harley are not putting prices up for approx. 15 years. Harley still make a profit by cheapening the product and outsourcing things to China or Japan, devaluing the product and the reputation of the brand amongst its following. People are now complaining like hell because the quality is abysmal."

If thats the case, then why are people still investing in Harley as a brand?

Harley only build things for a numb of years then stop to preserve rarity, protective of keeping the brand high class. Its the lifestyle too- the social aspect that you get with Harley that you wouldn't get with a Kawasaki or whatever. Post war bikes are what people are trying to stride for. Collectors have lots of new books, they are quite reliable. There are not a lot of them, then they go down the route of having an older or older bike. As they are become more limited and rare the price naturally goes up, along with the pride factor. The older they get the more people want them. The rare/special factors are what make Harley what they are. (which is possibly why the culture has such a sense of nostalgia). They have loads of clothes for kids so when they’re older they want a harley too like they’re parents.. they want the bikes when they’re older just like their parents.. some dads buy kids or Harley or pass them down or even call their kids harley after the brand.. you wouldn’t get that from other brands.. hence making the culture so well. It runs very much beyond the product to a lifestyle, to an obsession amongst generations too. But, above all, people just want a piece of that 'American Dream' I think, they see the big back tyres or twin cam engines in books or whatever when you're a child, and it just epitomises cool. When I was younger I set myself a goal that one day I would own one- and I do. Its not the product, its the life.

Harley is known for being an elitist- Harley life members mean they’re in it for life. If they do it with modern Japanese bikes trends change yearly, so this wouldn’t be a thing. Harley is a commitment. People like to feel unique, people like to feel different. The irony is, because everyone wears black leather- everyone looks the same! *laughs*. It stems back to wearing school uniform, but now the choice is given people are back to wearing the same due to the sense of belonging. The club scene gives you the sense of belonging which no other brand does to the same extent. If you had to see a Harley club, you would know its Harley- they stand out.

Because Harley is a real commitment, do you think thats why modifications are such a huge aspect?

If bikes are still as spec and does not modify it, it can be worth a fortune. People want the original bike, not your modifications. You will need a letter to guarantee everything that you’ve said has happened to the bike has. The fewer modifications on the bike the better. Harley owners want to make the subtle changes to what you actually want, making everything personal. This could be riding position, altering bars or the seat. Almost everything can change and it just makes it yours, your bike and your comfort. Everyone in Harley modifies their bike in some way. Like we are all unique and different people, its the same with every piece of Harley. Whereas cars take you from A-B, whereas on a Harley its about the journey not the destination and the feeling. Often people will turn down or the weather will turn to shit, it will be an adventure. Theres always a risk on a Harley. Now though, Harley started making them slightly modified as a chance to charge the customer more- like the Black Sportster in the pictures you just showed me, thats actually a stock bike but it looks like the guy built it up himself. Everyone wants their bike to be one of a kind, but in reality- these new ones are all the same.