Steve McQueen's Indian Big Chief motorcycle that was designed by racer and engineer Charles B. Franklin as a flagship model for Indian MotorCycles and was personally restored by none other than the legendary Von Dutch (Kenny Howard) in 1969
The Indian Motorcycle's identity for its 113 year history is its style. The company wanted a catalog and collectible poster that reflected this brand identity. They hired font designers to create a font that fit the identity. What you see is what typography can do for a product/brand image.