A standards manual is the philosophical scripture of an identity program. By the 1970s, these manuals had become massive, elaborately printed documents presented in imposing binders, replete with specifications for the correct use of logos, colors, typefaces, signs, and so on. In Harley's Guidelines, a skull-and-crossbones lurks with mock ominousness behind a series of forbidden variants of the company's logo. Since 1991, VSA Partners, located in Chicago, has produced Harley-Davidson's annual reports; designer Dana Arnett has employed thin shiny paper, heavy black typography, big biker photos, and a judicious use of gold to convey the culture of Harley. [back] © Copyright 1996 Cooper-Hewitt National Design Museum

Harley-Davidson Global Communications Guidelines Corporate identity manual, 1993, offset lithograph Designers: Kenneth Cooke (b. 1947) and Sondra Adams (b. 1963) Art director: Kenneth Cooke Firm: Siegel & Gale Publisher: Harley-Davidson Inc., Milwaukee Collection Cooper­Hewitt, National Design Museum, Gift of Siegel & Gale Harley-Davidson Inc. 1995 Annual Report Annual report, 1995, offset lithograph Art directors: Dana Arnett (b. 1960) and Curtis Schreiber (b. 1967) Photographer: James Schnepf Firm: VSA Partners, Inc. Publisher: Harley-Davidson Inc., Milwaukee