The Striding Man: Johnnie Walker’s Iconic Logo Now Has Company


In Johnnie Walker’s new campaign by CP & B Brazil, the iconic striding man is no longer alone. In the brand new posters, the striding man is seen with other “Striding Humans”.

Johnnie Walkers: The Progress of One is the Progress of All

In a video ad, “The Progress of One is the Progress of All,” a diverse cast of people are seen striding together, across a bridge and through city streets, toward an unknown destination ( We are guessing it is a better place or place of fulfilment). In a statement about the ad, Guilherme Martins, head of Diageo whisky portfolio in Brazil stated that Johnnie Walker has always focused on encouraging personal progress. He talks about how the meaning of progress has changed over the years and can be defined differently by every individual. With the new ad, Johnie Walker is focusing on collective progress, he says the ad promotes progress for one and for all.

The Johnnie Walker Brand and the Striding Man Logo’s Evolution

Johnnie Walker is a brand of Scotch whisky now owned by Diageo. The Scotch whisky originated in the Scottish town of Kilmarnock, East Ayrshire. The brand was first established by a grocer named John Walker. It is the most widely distributed brand of blended Scotch whisky in the world. The Johnnie Walker has always stood out as a brand, with a very unique and incredible marketing strategy. For example, every type of Johnnie Walker scotch has had a label colour till 2017, except for the Swing label.  Each label colour represents the different types of scotch and each represents different occasion when the scotch can be taken.

The Walkers created their primary marketing strategy in 1908 with advertisements featuring a drawing of Browne’s Striding Man, using the slogan, “Johnnie Walker: Born 1820, still going strong”. By the 1930s, the drawings were replaced by photographs. The logo was the miniaturised in 1939.

In 2000, Johnnie Walker integrated the striding man into the brand’s new tagline which was “Keep Walking”. They also flipped the striding man’s position so he marches to the right. They flipped the logo to show that the brand was moving forward, toward progress. The flip was made to encourage buyers to fulfil their personal goals. The logo was later reworked to show a silhouette figure instead of a man. This was done to emphasize that the “Striding Man” can be any person marching toward their dreams.
The Striding Man: Johnnie Walker's Iconic Logo Now Has Company


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