Harley-Davidson: 100 Years

Client: Harley-Davidson

Publisher: Bulfinch Press

Written by: Willie G. Davidson

For their 100th anniversary, Harley-Davidson commissioned us to tell the definitive, official, timeless story of the iconic brand. We created a groundbreaking four-book publishing program to celebrate the centennial anniversary. The centerpiece was a collaboration with Willie G. Davidson on his first-ever memoir—a completely original perspective to give an authentic tribute to the Harley-Davidson brand.

The book was a huge hit with the kids.
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APPROACHING A MAJOR MILESTONE

In 2002, Harley-Davidson planned to celebrate their 100th anniversary in style: with an international bike tour, festivals, parties, and museum-quality exhibitions.

They knew it was an ideal time to create an official anniversary book to commemorate this major milestone in Harley-Davidson’s long history. But how do you create a book that stands out when there are more than 200 unofficial books already on bookshelves?

And how do you provide a level of book quality, in both content and design, that readers will cherish for years to come—one that will resonate for Harley loyalists and the general consumer alike?

The book of the year.
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The cover of the book.
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TELLING THE BRAND STORY

Harley-Davidson: 100 Years is written by brand icon Willie G. Davidson. The first-person perspective provides the unique and personal voice needed to differentiate the book from all others published about the company.

We took the crucial steps necessary to properly represent the brand, including combing the Harley-Davidson archives, partnering with historians, conducting original photo research, and working closely with Harley-Davidson brand experts.

Photographs of the exhibition by person.
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THE ALUMINUM LOGO

We introduced unique design details, such as a black rubber cover with an attached aluminum logo identical to those that appear on Harley-Davidson motorcycle gas tanks.

The book stands out as an innovative, authentic tribute to Harley-Davidson’s history and ideals, one that provides a completely original viewpoint from which to learn about the company.

The cover of the book.
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STICKERS, ADS, ICONIC MOMENTS

In addition to the company history, we produced three additional anniversary titles:

The Harley-Davidson Sticker Book: an activity book that includes more than 100 stickers that readers can use to decorate various bikes, leather jackets, and other scenes on the book’s pages.

100 Years of Harley-Davidson Advertising: a decade-by-decade visual chronicle of the Harley-Davidson mystique, captured in the advertising signposts along the way.

Harley-Davidson Flip-Books: a collection of six small flip-books capturing moments like a dirt-track race, a hill climb, and a stunt jump over twenty cars.

The books that inspired the posters.
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A CHERISHED COLLECTIBLE

Harley-Davidson: 100 Years went on to become a New York Times bestseller, and the program as a whole was a vital part of the company’s anniversary celebrations that took place across the country and around the world.