Logo Design Love

on logos and brand identity design

Chupa Chups logo evolution

Founded by Spaniard Enric Bernat in 1958, Chupa Chups is currently owned by Italian multinational Perfetti Van Melle (the corporation owns other well-known brands such as Mentos, Smint, and Fruitella). The Chupa Chups brand name comes from the Spanish verb chupar, meaning “to suck.”

“I saw sweets didn’t suit their main consumers, children. They got their hands sticky and ran into trouble with their parents. So I stuck a sweet on a stick.”

Quoted from Enric’s obituary on The Guardian website.

Chupa Chups logo evolution
Chupa Chups logos from www.chupachups.com

“In 1969, Dali was approached to design a new logo, and the result became as instantly recognisable as his melting clocks. Dali incorporated the Chupa Chups name into a brightly coloured daisy shape. Always keenly aware of branding, Dali suggested that the logo be placed on top of the lolly instead of the side so that it could always be seen intact.”

Quoted from BBC’s Modern Masters: Dali, Chupa Chups logo.

Chupa Chups logo by Dali
Designed by Dali in 1969

Chupa Chups logo
Current logo, revised in 1988

Chupa Chups lollipops
Photo via jkr

Enric Bernat is survived by his wife and five children, including Xavier, the president of Chupa Chups.

Chupa Chups history.

Logo Design Love: A Guide to Creating Iconic Brand Identities, second edition

6 appreciated comments

  1. Brings back memories.

  2. Don

    Even the newest logo has a nice retro feel.

  3. A logo evolution without any bad designs… as yummy as Chupa Chups!

  4. I didn’t know Salvador Dali designed logos… awesome.

  5. Chupa Chups is Chupa Chups, all over the world. I’ve never thought about the logo itself, those bright colours always bring back old, good times, naturally.

  6. I am glad they kept the same style typography for their logo / wordmark. It still has that old school / nostalgic feel… which is great for the candy market. I don’t eat a lot of candy now that I am 34, but occasionally having a Jolly Rancher or Now and Later always brings me back to my youth.

The comment form disappears on posts older than a year.


Supported by

Good books

These and more here.

Web hosting by

Sites you might like

Join 350,000+ fans

logo design love heart