Every type of Johnnie Walker scotch has a label colour as previously noted, except for the aforementioned Swing label. The purpose is to denote the different types of scotch and to position them to be used for different occasions. For example, Johnnie Walker Blue Label is rare and expensive, and so it is intended to be used for special occasions.
A key feature of every bottle of Johnnie Walker scotch is the Striding Man logo. It was created in 1908 by illustrator Tom Browne to be a likeness of John Walker in traditional, upscale attire. In the logo, the man is walking forward, which Diageo says symbolises forward thinking and the pursuit of excellence. Diageo has created a members club for Johnnie Walker drinkers, called “The Striding Man Society”.