The Santa Cruz Harley-Davidson dealership expanded into a second home near Watsonville in 2001. The demographics of this more working-class region called for a different look, somewhat heavier and more ruggedly “Harley” than the parent store. The Green Valley logo features the eagle wings necessary to communicate the overarching “Harley-Davidson brand, and uses a hard-edged blackletter typeface and vintage “knucklehead” engine to speak to a blue-collar audience.