Herradura Logo PNG
The Herradura logo symbolizes the brand’s heritage and high quality. Its classic style reflects the beverage’s traditional production methods and the brand’s reputation for reliability.
Herradura tequila’s history began in 1870 in Amatitan, Jalisco, Mexico, when Félix López established the Hacienda San José del Refugio distillery. After López’s death, the business passed to his wife, Carmen, then to their son, Aurelio, who named the brand “Herradura,” meaning “horseshoe.” In 1928, Aurelio’s cousin, David Rosales, registered the iconic horseshoe logo for Herradura.
In the 1960s, the company introduced Añejo tequila, followed by the first-ever Reposado tequila in 1974. Herradura launched El Jimador tequila in 1994, and it quickly became Mexico’s top-selling tequila. That same year, the premium Selección Suprema became the world’s first Extra Añejo tequila.
In 2007, Brown-Forman purchased Herradura for $776 million, expanding its international presence. Today, Herradura continues to produce premium tequila using traditional methods and natural ingredients, thereby maintaining its global reputation.
Meaning and History
What is Herradura?
It is a premium tequila brand from Amatitán, Jalisco, Mexico. The company pioneered aging tequila in oak barrels, creating the popular reposado style. Its traditional process utilizes natural blue agave, stone ovens, and natural fermentation.
1870 – today
Herradura was founded in 1870 in Amatitán, Jalisco, Mexico, by Félix López, who opened a distillery called Hacienda San José del Refugio. However, the brand name and its famous horseshoe emblem appeared later, in 1928, thanks to the initiative of David Rosales, the founder’s cousin.
According to legend, the symbol was inspired by a real discovery made by Aurelio López, who found a horseshoe glistening in the sun in an agave field and took it as a good omen. The horseshoe image became the foundation of Herradura’s visual identity, and since then, this element has been a permanent feature on every bottle of the brand’s tequila.
The horseshoe is rendered in a stylized form with its ends pointing downward, contrary to the widespread European tradition of displaying it inverted. This orientation was chosen to reflect cultural specificity and the authenticity of the Mexican interpretation of the symbol. The logo’s shape is smoothly curved, with a bold outline emphasizing its strength and solidity. The interior of the horseshoe features a carefully arranged combination of typefaces and decorative details that reference traditional Mexican heritage.
The main typeface for the name HERRADURA is bold, uppercase, and serifed, suggesting the product’s historical origins and premium quality. Additional inscriptions, such as “TEQUILA ORIGINAL,” “ESTATE BOTTLED,” and “100% DE AGAVE,” are set in smaller fonts but are harmoniously integrated into the horseshoe’s outline, maintaining symmetry and a balanced appearance.
The logo’s color scheme is predominantly monochrome. However, in 2015, after the brand was acquired by Brown-Forman and with Duffy & Partners involved, the packaging underwent a rebrand. This redesign emphasized a realistic metallic finish for the horseshoe, added embossing, and highlighted details to convey premium craftsmanship and highlight execution quality.
The horseshoe has become the brand’s symbol, metaphorically representing luck and prosperity while reinforcing the company’s connection to its distilling heritage. Engraved on bottles, it serves as a visual guarantee of authenticity and quality, recalling the brand’s legendary origins and commitment to traditional production methods.
