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Some have said that it represents one of the ranch's many diamondback rattlesnakes or the Santa Gertrudis Creek, while others are sure it signifies the sweeping horns of a Texas Longhorn bull. The Running W could also be interpreted as a section of a continuing wave pattern – signifying the uniting of the past with the present and suggesting continuity into the future. Regardless of its meaning, the Running W brand is handsome and practical, designed to heal quickly, thwart rustlers, and grow with the animal that bears it -- just as it has evolved with King Ranch through the generations. Today the Running W appears on both prize-winning cattle and top quality leather goods as an indisputable icon of the American ranching industry.
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