Let it ride Coming up with an appropriate idea for Harley-Davidson's centennial was a "headscratcher," admits Carmichael Lynch associate creative director Sheldon Clay.

Coming up with an appropriate idea for Harley-Davidson’s centennial was a “headscratcher,” admits Carmichael Lynch associate creative director Sheldon Clay.

How could the agency acknowledge the milestone without intruding on the “Eternal truths” tone—the foundation of the shop’s Kelly Award-winning print work?

The answer: two simple sentences that play off the long-running theme: “True for the first 100 years. True for the next 100 years.”

“If you take any kind of Harley truth and put [those sentences] on it, it gives perspective,” Clay said.

Harley-Davidson has begun a year-long countdown to its 100th anniversary in August 2003.