• In 1956, the Osborne Group commissioned Manolo Prieto to design a unique icon to represent their brand.  What started out as a brand logo along the Spanish roadside became a symbol of national identity.
• In 1957, just one year after the bull’s creation, the first bull billboard was produced and constructed by the side of a Spanish highway.
• By 1964 Osborne had placed over 500 bulls dotted along the Spanish road system, each one measuring more than 10 meters in height - the bull was on the way to everlasting fame!
• In 1988 a new law was enacted (by the EU) which prohibited advertising next to public highways - the survival of the Osborne bull was thrown into doubt.
• Between 1990 and 1994, associations and citizens all over Spain demonstrated their support for "El Toro" by a massive petition to the Government asking for the Osborne Bull to be declared a national and cultural asset.  The case worked it's way throughout the court system finally arriving at the Spanish Supreme Court which, in 1997, accepted that the Osborne Bull had become part of the Spanish landscape, that spanish citizens identify with it, and declared it part of the National Heritage of Spain.

Osborne the Bull can still be seen on hills and roadsides all over Spain (without the Osborne name) and can be seen placed over the Spanish flag and flown with pride at most public events (including football matches).