Chupa Chups is a confectionery company from Spain that is famous for its round candies. It appeared in 1958 when Enric Bernat bought out Granja Asturias, which produces apple jam. The idea to stick sweets on a stick came to him after watching the children. The businessman noticed that his main consumers were dissatisfied with ordinary sweets: their hands became sticky, because of which their parents often fought. Now the brand belongs to the Italian-Dutch corporation Perfetti Van Melle and offers more than a hundred varieties of candies.
Meaning and History
The prototype of the famous Chupa Chups logo appeared only in 1969. Before that, developers experimented with style, making the design understandable and attractive to the target audience.
1958 – 1961
The first emblem is very simple: it contains the stylized red “Chups” lettering in handwritten script. This word is derived from the Spanish verb chupar, which means “to suck.”
1961 – 1963
A new logo with the motto “Es rodo i dura molt, Chupa Chups” became part of the marketing campaign. The phrase is translated from Catalan as “It is round and very long.” The original word “Chups” has hardly changed: the designers have placed it diagonally and made the lines a little thinner. The background is a bright yellow rectangle.
1963 – 1969
In 1963, a two-color trademark appeared on the labels. Above is the black “Chupa” lettering in a standard serif typeface. Bottom – red “Chups,” stylized as handwritten text.
1969 – 1990
The 1969 logo is the creation of the Spanish painter Salvador Dali. The confectionery company owners invited the famous artist to design their version of the Chupa Chups symbol. Dali put the brand name inside the flower. The chamomile shape seems very simple, but at the same time, it is unique. By the way, it was the renowned surrealist who advised placing the emblem on the top of the lollipops, not on the side, to catch the eye of customers immediately.
1990 – present
Despite the immense popularity of the logo created by Salvador Dali, they decided to change it. The designers modernized the corporate identity by repainting neon yellow flower and surrounding it with three contours: gray-green, red, and white. They also updated the font, changing the spelling of the “C” and “S” in the word “Chups” and depicting “Chupa” in handwritten script.
Font and Color of the Emblem
The modern Chupa Chups logo looks like a flower with eight rounded petals. This is Salvador Dali’s idea, although the general style differs markedly from that suggested by the Spanish painter. Designers have departed from restrained minimalism, added many small details, and arched lines. They also changed the inscription located in the center of the chamomile, making the words symmetrical.
The first advertising slogan, which was supposed to attract the attention of Spanish consumers, read: “Chupa Chups.” The ads became so viral that they decided to change the name of the sweets, and that is how they began to be called Chupa Chups. From that moment, sales began to grow and expand in countries close to Spain. The first slogan also included the following: és rodó i dura molt, Chupa Chups translated from Catalan means “it is round and lasts a long time.” One of the most important decisions was to replace the wooden stick with a plastic one, as this would be much cheaper. After some time, it was decided to make a new logo, and then Enrique turned to his friend and great artist, the famous surrealist Salvador Dali.
According to the popular version, it took the genius only an hour to create a logo, according to another source: the artist painted for hours in newspapers, which became the hallmark of Chup Chups. One way or another, Dali’s idea turned out to be extremely simple: place red letters on a yellow daisy flower. The rebranding of the logo was made only once, in 1988.
Until 1990, the logo was combined with two fonts: antique with short serifs and handwritten with curls. A modern trademark is not so varied in terms of typography. The phrase “Chupa Chups” is kept in the same style, and the “s,” which was previously printed, became handwritten.
To make the candy wrapper attractive and to interest the children’s audience, the designers used several colors. As the main ones – red and yellow, as additional ones – gray-green and white. The vibrant palette matches the chamomile shape, balancing the illusory simplicity of the emblem.