The Black Osborne Bulls – Spain’s Silent Landmarks by the Roadside

Anyone driving through Spain will recognize them instantly: the huge black bull silhouettes that stand proudly on hillsides and along country roads. These striking figures, known as the Osborne Bulls (Toro de Osborne), are far more than advertising signs – they have become a symbol of Spain itself.

Originally, the large Osborne bulls were created in the 1950s as advertisements for Osborne’s “Veterano” brandy. The traditional Spanish company Osborne – one of Andalusia’s oldest wine houses – erected more than 500 of these monumental metal figures across the country. Each bull stood about 14 meters tall and originally bore the brand name. After a law change in the 1990s banned roadside advertising, the lettering had to be removed – but the bulls themselves were allowed to remain. Today they stand without logos, yet with even greater symbolic power for Spanish culture.

The Osborne Bulls have since become a fixed part of the Spanish landscape – from Andalusia and Castile-La Mancha to Catalonia. Even on the Balearic Islands there is one: on Mallorca, an impressive Osborne bull stands near the road from Palma to Manacor, clearly visible across the landscape. It reminds both travelers and locals of this iconic emblem of the Iberian Peninsula.

Today, the black silhouettes are recognized as cultural heritage and national symbols. They embody Spanish pride, tradition, and the legacy of the Osborne brand, which managed to turn a simple advertisement into a lasting emblem. Whether glowing in the golden evening light on a hilltop or standing guard by a dusty roadside – the Toro de Osborne remains a timeless symbol of Spain and its cultural identity.