Harley-Davidson has registered two simple black-and-white lightning logos expected to be used for its upcoming electric motorcycles, scooters and bicycles.
The logos feature a lightning bolt. In one it is inside two circles or a washer and in the other it goes through the letters “HD”. They could be just the simple outlines for something more elaborate, perhaps also in colour.
They are hardly in the same stratosphere as the famous Harley-Davidson orange-and-black bar-and-shield logo.
That trademarked logo is one of the world’s top most recognised corporate brands.
The company has spent millions defending the valuable logo against illegal use, including one recent controversial example where it tried to get a small diner to take down a mural with the logo.
Controversial muralAfter mass complaints from impassioned riders about a big company pressuring a little guy, HD finally agreed to let it stay with a local Harley dealership as the sponsor.
It showed how strongly Harley devotees believe they have a right to the famous logo.
Lightning logos
You can’t imagine anyone feeling so strongly about these rather weak looking logos.
Harley filed for the new trademarks this week with the European Union Intellectual Property Office, just three days after company president and CEO Matt Levatich quit.
No doubt the filing was on course before Matt’s announcement, so it doesn’t necessarily give any clue to the future direction of the company under a new boss.
While the filing doesn’t say what the trademarks would be used for, it is pretty obvious they will be applied on their coming line of electric motorcycles, scooters and bicycles.
Yet there are already electric models without the logo, including their new range of electric kids’ bikes and, of course, the LiveWire.
Lightning strike
Interestingly, the use of the lightning bolt could draw complaints from established electric motorcycle company Lightning Motorcycles who produce the world’s fastest electric bike, the 351km/h LS-218.
Their logo features two lighting bolts bracketing the dotted line on a diminishing road.
If there’s a fight over the logos, we can imagine who would win!