Paul Smith

Paul Smith is the graphic designer whose visionary work permanently shaped the visual identity of Harley-Davidson and defined the imagery of American motorcycling. In 1974, while working as a freelance artist commissioned by AMF/Harley-Davidson, he created the Eagle on the Bar-and-Shield, a bold fusion of Americana and Harley heritage that has become one of the most recognizable motorcycle graphics in the world. Originally designed for the 1976 Bicentennial Liberty Edition motorcycles, Smith’s creation transcended its initial purpose, coming to symbolize the company’s brand throughout the critical “buy-back” years and continuing to influence its image today.

Smith operated his own art studio beginning in 1964 and maintained an independent freelance career through 2014, contributing numerous graphics and illustrations to Harley-Davidson over three decades. His freelance status reflects both his independence as an artist and the breadth of his professional career.

The Eagle graphic became far more than decoration; it evolved into an international symbol of freedom, appearing across Harley-Davidson products, corporate branding, advertising, and enthusiast culture and even permanently inked on riders worldwide. Through a single, iconic design, Paul Smith embedded Harley-Davidson into the global visual landscape and helped cement its legacy as “The Great American Freedom Machine.” His work not only defined an era of corporate resurgence but also created one of the most enduring and recognizable trademarks in motorcycling history.

A long-time member of the Uglys Motorcycle Club, Smith’s connection to motorcycle culture extends far beyond the studio and into the riding community itself.