The Chupa Chups logo is more than just a sweet design—it’s an intersection of art, innovation, and branding brilliance. Created in 1969 by the legendary surrealist Salvador Dalí, the logo has become as iconic as the artist’s famous melting clocks. Here’s the fascinating story of how Dalí’s touch elevated a simple lollipop into a global brand.
A Sweet Beginning
Chupa Chups was founded in 1958 by Enric Bernat, a visionary Spanish confectioner. Observing that children struggled with sticky hands while eating traditional candies (much to their parents’ dismay), Bernat devised a simple yet revolutionary idea: a candy on a stick. This innovation quickly gained popularity, and Bernat named his creation Chupa Chups, derived from the Spanish verb chupar, meaning “to suck.”
History of the Chupa Chups logo
The brand grew rapidly, and by the late 1960s, Bernat sought a more distinctive logo to match the lollipop’s success. Enter Salvador Dalí.
Dalí’s Design Magic
By 1969, Salvador Dalí was a global icon in the art world, known for his eccentric personality and surreal masterpieces. When approached to design a new logo for Chupa Chups, Dalí delivered a timeless creation that remains largely unchanged to this day.
Dali’s Original Chupa Chups Logo
Dalí incorporated the Chupa Chups name into a daisy-like shape, using bright, cheerful colors that conveyed a sense of fun and joy. But it wasn’t just the design that showcased Dalí’s genius—he also revolutionized the logo’s placement. Dalí suggested placing the logo on the top of the lollipop rather than the side. This ensured that the branding would remain intact and visible at all times, an insight that highlighted his deep understanding of marketing and consumer psychology.
Largely Unchanged Current Chupa Chups Logo
A Catchy (and Quirky) Campaign
The first marketing campaign featuring Dalí’s logo came with the Catalan slogan, “És rodó i dura molt, Chupa Chups,” which translates to the somewhat underwhelming, “It’s round and long-lasting.” Despite its simplicity, the brand’s appeal continued to grow.
In the 1980s, Chupa Chups even ventured into anti-smoking campaigns to attract adult consumers. One slogan, “Smoke Chupa Chups,” was followed by the cheeky, “Stop smoking, start sucking.” Packaging designs also parodied cigarette packs, complete with mock warning labels like, “Sucking does not kill,” adding a playful twist to their branding.
A Sweet Legacy
Today, Chupa Chups is a global phenomenon, selling lollipops in over 150 countries and offering more than 100 flavors. Despite the brand’s evolution, Dalí’s logo remains a cornerstone of its identity, a testament to the power of art in shaping iconic branding.
That distinctive moustache Dali had still freaks me out.
Founder Enric Bernat, who passed away in 2003, left behind a legacy as sweet as the lollipops he created. He is survived by his wife and five children, including Xavier Bernat, the current president of Chupa Chups.
The Takeaway
The collaboration between Salvador Dalí and Chupa Chups is a perfect example of how art and branding can come together to create something timeless. From its innovative design to its clever marketing campaigns, the Chupa Chups story reminds us that sometimes, a little sweetness and creativity can go a long way.
So the next time you unwrap a Chupa Chups, take a moment to appreciate the genius behind the logo—a sweet masterpiece by one of the greatest artists of all time.
