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Harley Davidson, rumble design for a strong brand


Since 2008 we find in Milwaukee the Harley Davidson Museum. An architectural complex designed by the team of architecture and interior design of Pentagram studio. A project that represents a piece of history, culture and technology of this American company, part of the identity of the country.

Brand identity representation

The architectural work has focused on the representation of the brand image throughout the building. Giving an industrial and solid look inspired by the original factory settings of a Harley motorbike.

The typography and corporate colour have been applied in a surprising and always integrated manner, causing an environment with its own style.

All about Harley Davidson history

The exhibition takes full advantage of the beauty of machines, from all periods and styles. Always design to serve the exposed part.

In this room, we find what could be jewels. Light as jewels, Harley Davidson motorcycles engines and its exploded view offers a new point of view of this amazing machines.

One aspect that has special care is the general atmosphere and lighting in each room. Worn wood contrast with the neat glasses and clean lines.

The orange colour is part of the brand identity, accompanies the viewer throughout the museum. There are permanent and temporary exhibitions, so the museum has always something new to offer.


Pentagram Studio 

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