How Did the Johnnie Walker Logo Come to Be?

Johnnie Walker might just be the most recognizable whisky brand worldwide. Almost everyone has seen the name flash before their eyes and the logo of Johnnie Walker undeniably boasts the most iconic 'mascot' in the world of whisky. The following is how the famous logo came about.

Johnnie Walker didn't casually become one of the most renowned beverages globally. The first whisky was already being brewed in 1820 in Kilmarnock, Scotland by the very man whose name now graces the label. In those days, however, there was no striding gentleman on the bottle. In fact, the first label only came later in 1865.

Bottles in that era were released with a gold-toned label, proudly displaying the phrase Old Highland Whisky in a Gothic font. Below this, it was clearly stated that the whisky was produced by John Walker and sons in Kilmarnock.

As Johnnie Walker started to grow, it was time to distinguish the whisky from the rest. In 1908, a logo was designed by Tom Browne: a cartoonish striding gentleman. Many features we still recognize in the logo were already presented in the original, like the top hat, the tailcoat, and the walking cane.

But the hand-drawn logo of 1908 was significantly more detailed. The gentleman on the bottle sauntered about with a pince-nez and clearly relished the stroll. A broad smile could be seen on the face of the Striding Man, who would be later known by that moniker.

More than twenty years later, it was time for an update of the Johnnie Walker logo. In 1929, the new Striding Man was unveiled, and this time in full color. The previously black and white gentleman now wore a bright red coat, paired with a cream-colored trouser and a golden hat.

But it's not merely the addition of color; the gentleman appears distinctly younger and more details are discernible in the image. Visible are the creases in his trousers and the boots now have a beautiful shine.

The colorful logo of Johnnie Walker was used for a long time. It wasn't until 1996, nearly seventy years after the introduction of the second version, that it was time for a new logo. And this was the biggest makeover yet.

From a highly detailed Striding Man in color, it was decided to completely shift gears. The logo reverted to black and white, maintaining only the essential elements. The top hat, the jacket, the walking stick, and the boots could still be seen. What's more, negative space was used for the first time, and extensively so.

This minimalist logo was updated again in 2015, to the current version of the Striding Man. Nowadays, more details have been incorporated into the logo, presenting a face for the gentleman, a subtle tip of the top hat, and folds in the jacket and trousers. Still, the use of negative spaces and strictly black-and-white colors persists, making the modern logo a perfect compromise between old and new styles.