Johnnie Walker Logo
Johnie Walker is the top-selling brand of Scottish blended whisky. There are many variations – mainly depending on age, but sometimes on the method of preparation. The classic Johnnie Walker is a 43% grain whisky sold in tall bottles. The brand is currently owned by Diageo.
Meaning and History
The story of the Johnnie Walker brand starts in 1820. That year, the Walker family bought a grocery store that mainly sold liquor. As a youth, John Walker was tasked with working in the shop. Gradually, he became selling exclusively whisky there, and soon enough even brewing some of his own.
1865 – 1909
The initial authentic Scotch whisky label bore the inscription “Old Highland Whisky.” The script was adorned in Old English fashion, embellished with ornate flourishes, swirls, and intricate elements. Following this, a classical proclamation was etched in the second line, rendered in austere block letters, all capitalized and sans serifs. Within this section, both the producer, John Walker & Sons, and the origin of the distillation, Kilmarnock, were explicitly enumerated.
Positioned to the left was a heraldic emblem, featuring a shield and accompanied by several flowing banners. All components were encased within a geometric rectangular boundary. This array of elements collectively encapsulated the essence of the distinguished beverage, its roots in tradition, and its adherence to quality, hinting at the meticulous crafting process behind the liquor. The interplay between the formal and decorative typography illuminated the brand’s dedication to maintaining a balance between its storied heritage and its commitment to precision, underscoring its reputation as a premium distilled spirit producer.
1908 – 1929
The first worthwhile logotype features a posh English gentleman walking to the side with an umbrella under the arm, a monocle in one eye, tall hat and the usual coat of the age. The entire image was carefully drawn with what look like a pencil – thus, it was a monochrome illustration.
1929 – 1996
While maintaining the iconic Striding Man, this iteration of the logo distinctively varied in color scheme and stylistic approach from its predecessor. The designers infused an element of realism, meticulously crafting every feature with authenticity. The jacket was rendered in a rich, deep red hue. The figure now sported golden buttons, gloves, a cane handle, a hat, and accents on the boots. The white of the shirt front stood out prominently. Concurrently, modifications were made to the style of the boots, the tails were shortened, and the overall appearance of the man conveyed a more youthful demeanor. The enhanced details and refined elements in this rendition reflected a meticulous attention to detail, symbolizing the brand’s evolution and its commitment to sophistication and quality in its visual identity. The newly imbued vitality in the Striding Man served as a metaphor for the brand’s dynamic progress and enduring relevance in the evolving landscape of premium spirits.
1996 – 2015
After some time without a logo, they decided to return the 1939 design, but paint it completely black.
2015 – today
The 2015 logo was largely the same concept, except they added many smaller details to the man’s garb, as well as put some effort into shading this time. The only real addition was that his other hand now bowed the hat in a greeting manner.
Moreover, the full logotype now had the brand’s name written in an elegant serif style down below. And even beyond that was the new slogan that said ‘keep walking’ in a slightly plainer type.
Emblem and Symbol
The brand’s bottle labeling use man as an image imprinted directly onto the glass in the lower part of the vessel. The labeling itself was usually a skewed diagonal wrapping with the brand name written on it, accompanied by the variation, description and some other nuance. The color often changed depending on what sort of whisky’s inside.
