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100 Years of Harley-Davidson

Challenge

For their 100th anniversary, Harley-Davidson commissioned Melcher Media to tell the definitive, official, timeless story of the iconic brand.

Solution

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. (Racing 110S,no person, wood, museum, retro, interior design, people, art, man, indoors, paper, one, painting, exhibition, education, landscape, print, wear, dark, travel, picture frame)

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. (IOOYEARS MOTOR HARLEY-DAVIDSON CYCLES WILLIE GDAVIDSON,no person, wood, retro, paper, business, empty, dirty, knowledge, chalk, handwritten, education, achievement, writing, dark, graphic design, conceptual, warning, facts, old, strategy)
The cover of the book. (956 CULTURE AND COMPETITION 1970,people, retro, no person, vintage, education, text, business, print, man, bill, school, leader, adult, music, squad, technology, desktop, teamwork, one, wear)

TELLING THE BRAND STORY

100 Years of Harley-Davidson 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.

Melcher Media 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. (HARLEY DAVIDSTN SILENT GRAY FELIOWS,people, art, man, retro, one, painting, portrait, two, adult, picture frame, wood, vintage, no person, indoors, old, print, nostalgia, education, museum, furniture)

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.

Logo for the new car. (HARLEY-DAVIDSON 1TOR,text, no person, business, sign, illustration, typography, education, alphabet, desktop, symbol, print, design, commerce, internet, accomplishment, technology, logo, designing, signalise, vehicle)
The cover of the book. (980FXWGWIDECLIDE,bike, no person, wheel, vehicle, race, championship, competition, seated, retro, ride, action, fast, paper, biker, transportation system, indoors, one, man, technology, motorbike)

STICKERS, ADS, ICONIC MOMENTS

In addition to the company history, Melcher Media 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.

Customized motorcycle with a logo. (MOTDR HARLEY-DAVIDSON V-ROD,bike, wheel, transportation system, vehicle, chrome, motorbike, drive, fast, tire, illustration, engine, car, brake, power, technology, no person, isolated, sport, machine, retro)
The books that inspired the posters. (100YEARSOF Harley- HARLEY-DAVIDSON ADVERTISING Davidson HARLEY-DAVIDSON IT

A CHERISHED COLLECTIBLE

100 Years of Haley-Davidson 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.

The cover of the book. (bike, people, man, no person, travel, freedom, wood, seated, outdoors, painting, sky, child, family, landscape, flag, wear, nature, summer, adventure, woman)
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