Famous logos and where to find them: the history of Chupa Chups

The Web is full of stories about famous logos. There is one, however, that we particularly like and consider to be among the best Branding stories ever, not only because it involves one of the most influential artists of the 1900s, but also because of the extraordinary spontaneity and brilliance with which it unfolded.

In the beginning there was Lolly Pop

The first Lollipop, a flat disc of sugar resting on a stick, was invented in 1908 by American George Smith , owner of a confectionery company. This Lollipop was registered in 1931 under the English name lollipop, a name taken from a horse race, the Lolly pop to be exact.

Following this event, the Spanish confectioner Enric Bernat had the insight to turn these candies so beloved by children and others into balls on sticks so that they could be enjoyed without the risk of touching them and getting their hands dirty, but most importantly brought to the mouth in a single gesture. The idea was similar to “a ball going into the goal;” so Bernat decided to name the product GOL.

From Lolly Pop to Chupa Chups

However, Bernat was not entirely satisfied with this choice and did not give up. He turned, rather, to a communications agency, which quickly found the winning name: CHUPS, inspired by the Catalan word CHUPAR,“suck.”

To make it more “playful” and especially sound, they later decided to call it CHUPA CHUPS, and the trademark was registered in Barcelona in 1961, including the logo.

Bernat , became a real entrepreneur and while enjoying the great success of his product, he was reasoning about how he could make it even more appealing. He knew that a major intervention was needed, and who knows, maybe by one of the most important surrealist artists of the 20th century.

The history of the Chupa Chups logo and Salvador Dali

Bernat did not hesitate for a moment and decided to contact his good friend Salvador Dali, who, during a lunch with the Spanish pastry chef, began scribbling some ideas on a newspaper page.
Within an hour, the artist delivered on paper the new CHUPA CHUPS logo : a yellow daisy with red borders, a mix of simple symbols and signs related to carefreeness, cheerfulness, and the historical context of the 1970s (if we consider hippie culture and the “flower children”).

Dali suggested that Bernat place the logo on the top of the wrapper to maximize its value.

Dali’s interpretation immediately won over the entrepreneur, who knew that from that day in 1969 (and to this day) his product would become a successful BRAND.

It so happens that a simple flower, born from the genius of the surrealist artist Dali, has managed to become iconic, recognizable and timeless .

Therefore, what we have just told is one of the best stories of effective and inspiring Branding and Rebranding. Besides, when there is art involved in Marketing, one cannot help but be enraptured.

If you liked this story related to famous logos and you are thinking of embarking on a Branding path, contact us and let’s talk about it over a cup of coffee!