This logo's size and shape and the stitching around the outer edges are meant to remind us of a pair of blue jeans such as the kind that cowboys wear. The font style of the word Texas is meant to remind us of a certain denim brand and also resemble a branding iron imprint. Texas is famous for its cattle industry and Old West heritage. The design is intended to make us think of cowboys on the open range wrangling up cattle. It is an image of ruggedness that makes us visualize the western frontier. Yet, at the same time, it is not too wild or too western. Blue jeans are popular with everyone, not just cowboys.
All in all, the answer is cowboys. Hope this helps. c; Also when you think of Texas, you also sometimes think of the country and cowboys and stuff like that. Anyway yah... c;