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 for 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 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.

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. Over a 30-year career contributing graphics and illustrations for the company, his work not only defined an era of corporate resurgence but also created one of the most enduring and recognizable trademarks in motorcycling history.Paul Smith is the graphic designer whose visionary work permanently shaped the visual identity of Harley-Davidson and defined the imagery of American motorcycling. 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. In 1974, while working for 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 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.

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. Over a 30-year career contributing graphics and illustrations for the company, his work not only defined an era of corporate resurgence but also created one of the most enduring and recognizable trademarks in motorcycling history.