Osborne. (September 2012)

The Osborne Sherry Company was founded in 1772 by Thomas Osborne Mann.

In fact it’s the second oldest company in Spain.

In 1956 they started to erect posters, featuring their logo of a large black bull, designed by Manolo Prieto and the words ‘Brandy of Jerez’ painted in red over the bull.

The original posters were smaller but were later enlarged, to their current height of 14 meters, to comply with new laws prohibiting outdoor advertising to within 150 meters of a major road.

In 1994 another law was passed banning all outdoor advertising.

The Osborne bull was doomed.

However public response was so strong that they were allowed to remain, so long as they were painted completely black and the original brand name was removed.

I remember seeing these large, almost surreal, silhouettes in 1972, 2007 and then again in 2008.

The Osborne brand has always remained embedded in my subconscious.

Even without the product name they epitomise great branding.

The Osborne bull has risen beyond advertising and marketing to become the unofficial symbol of Spain.

He is seen on the backs of cars, on flags, stickers and key rings.

There are still over 90 Osborne bull silhouettes dotted all over Spain.

We drove nearly 600km to get some snaps of two of them.


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