In 1860, Alexander Walker made some design and branding decisions that helped push his father’s brand internationally. He chose to use square bottles and labeled his product at a precise 24-degree angle, reasoning that this would give his scotch a larger shelf presence. Square bottles meant that you could fit more of them on the shelf, and the angled labels provided more space for text. At this time, branding was still fairly uncommon and yet Johnnie Walker was already testing the boundaries of marketing and branding.
The "Striding Man" logo was then developed in 1908. The original version was sketched up on a napkin and the imagery became so iconic and reputable that their logo still includes the "Striding Man". It has been adapted and slightly changed to stay relevant, but the authentic design has prevailed and is nowdays arguably the most recognized logo in the distilled spirits industry.
*we hold no rights to these images