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Top Rocker Harley-Davidson

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Scott Fischer Enterprises (SFE), a Harley-Davidson dealership group, worked with Shook Kelley to rename and develop a new brand identity for a recently acquired existing dealership in Canoga Park, California.

Not all Harley dealerships are the same, but not all motorcycle riders recognize this. That’s why it’s so important to distinguish SFE’s Harley-Davidson dealerships from their competitors. The Canoga Park dealership, now called Top Rocker Harley-Davidson, captures SFE’s passion for motorcycles, their dedication to great service and a commitment to building a family-like community of riders and repeat customers.

On the back of the classic motorcycle vest, there are typically a set of arch-shaped patches that frame a larger iconic centerpiece patch, which riders often use to announce their identity. Above the centerpiece patch is the “top rocker” patch, which typically spells out their group identification (whether it’s a “Marines Veteran” or the name of a motorcycle club). Referencing this world of motorcycle patches, the Top Rocker Harley-Davidson name and logo is inspired by ‘70s riding culture and its role as a symbol of rebellion and counterculture. The logomark represents this with its skull and McQueen-inspired striped helmet style. Built on modularity, the visual system includes multiple logo lock-ups appropriate for signage, merchandise and collateral. The logotype is bold and condensed, reflecting a strong and rebellious Harley attitude. Variations include setting the logotype in an arch that references a motorcycle patch, and creating a bold large logotype acronym “TRHD” for more contemporary and edgier applications. Additional environmental graphic development includes hand painted large-scale bold motorcycle illustrations supported by Harley-appropriate word play using the dealership’s name (e.g. Ride Out On Top). 

These places are much more than sales floors to buy a motorcycle and gear, but genuine gathering destinations for a rabid tribe of Harley loyalists.

Harley riders throughout Southern California quickly embraced Top Rocker, SFE’s first dealership in the area. The new name and brand identity helps distinguish the dealership in a market of competitors, while the dealership experience makes that uniqueness concrete. On social media, riders quickly recognized, “what a major difference as compared to the old ownership, I will definitely go back.” Another Harley enthusiast quickly noted the differences, stating, “every dealership I have been to either had sales people who didn't have a vast knowledge of the product or were snobby and real pushy…I am here to tell you that Top Rocker Harley Davidson is a whole new experience.” The new name and identity plays an important role in distinguishing the dealership as a new and different brand. Top Rocker events and community outreach are now branded in a memorable and distinctive way, which is a critical part of SFE’s strategy in purchasing and changing consumer perceptions of an existing dealership.

Harley-Davidson is perhaps the prototypical example of the capacity some consumer brands have to convene people around a common identity. But that doesn’t mean every Harley dealership location possesses the same power to convene people. Scott Fischer has been working with Shook Kelley for several years on a variety of different projects. Together, we have developed projects such as Six Bends in Fort Myers, Florida, and Top Rocker Harley-Davidson. These places are much more than sales floors to buy a motorcycle and gear, but genuine gathering destinations for a rabid tribe of Harley loyalists.

Not all Harley dealerships are the same, but not all motorcycle riders recognize this. That’s why it’s so important to distinguish SFE’s Harley-Davidson dealerships from their competitors. The Canoga Park dealership, now called Top Rocker Harley-Davidson, captures SFE’s passion for motorcycles, their dedication to great service and a commitment to building a family-like community of riders and repeat customers.

On the back of the classic motorcycle vest, there are typically a set of arch-shaped patches that frame a larger iconic centerpiece patch, which riders often use to announce their identity. Above the centerpiece patch is the “top rocker” patch, which typically spells out their group identification (whether it’s a “Marines Veteran” or the name of a motorcycle club). Referencing this world of motorcycle patches, the Top Rocker Harley-Davidson name and logo is inspired by ‘70s riding culture and its role as a symbol of rebellion and counterculture. The logomark represents this with its skull and McQueen-inspired striped helmet style. Built on modularity, the visual system includes multiple logo lock-ups appropriate for signage, merchandise and collateral. The logotype is bold and condensed, reflecting a strong and rebellious Harley attitude. Variations include setting the logotype in an arch that references a motorcycle patch, and creating a bold large logotype acronym “TRHD” for more contemporary and edgier applications. Additional environmental graphic development includes hand painted large-scale bold motorcycle illustrations supported by Harley-appropriate word play using the dealership’s name (e.g. Ride Out On Top). 

These places are much more than sales floors to buy a motorcycle and gear, but genuine gathering destinations for a rabid tribe of Harley loyalists.

Harley riders throughout Southern California quickly embraced Top Rocker, SFE’s first dealership in the area. The new name and brand identity helps distinguish the dealership in a market of competitors, while the dealership experience makes that uniqueness concrete. On social media, riders quickly recognized, “what a major difference as compared to the old ownership, I will definitely go back.” Another Harley enthusiast quickly noted the differences, stating, “every dealership I have been to either had sales people who didn't have a vast knowledge of the product or were snobby and real pushy…I am here to tell you that Top Rocker Harley Davidson is a whole new experience.” The new name and identity plays an important role in distinguishing the dealership as a new and different brand. Top Rocker events and community outreach are now branded in a memorable and distinctive way, which is a critical part of SFE’s strategy in purchasing and changing consumer perceptions of an existing dealership.

Harley-Davidson is perhaps the prototypical example of the capacity some consumer brands have to convene people around a common identity. But that doesn’t mean every Harley dealership location possesses the same power to convene people. Scott Fischer has been working with Shook Kelley for several years on a variety of different projects. Together, we have developed projects such as Six Bends in Fort Myers, Florida, and Top Rocker Harley-Davidson. These places are much more than sales floors to buy a motorcycle and gear, but genuine gathering destinations for a rabid tribe of Harley loyalists.

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