Co.Design

Salvador Dalí's Real Masterpiece: The Logo For Chupa Chups Lollipops

Working at a cafe table for an hour, Salvador Dalí managed to design a logo that’s sold billions.

Salvador Dalí, the wacky surrealist known for his signature pointy mustache and painting melting clocks, was also graphic designer behind the classic Chupa Chups—an enduringly sweet, bright rendition of a daisy.

The Catalan lollipop made its first appearance in 1958, when the company founder Enric Bernat hatched the idea of placing a bonbon on a stick. He called the product "GOL," imagining the candy as a soccer ball and the open mouth a net. It didn’t go over well. So Bernat hired an ad agency that renamed his product "Chupa Chups" (from the Spanish chupar, meaning “to suck”). All that was left was the branding. In 1969, Bernat complained about what he had while having coffee with his artist friend—none other than Salvador Dalí.

You need a logo?!

According to lore, the painter went to work immediately, doodling for an hour on newspapers that were laying around. Dalí's version masterfully integrated the wordmark into the daisy design, and has hardly changed since. And Phaidon points us to one subtle, extremely smart feature of the design:

Acutely aware of presentation, Dalí insisted that his design be placed on top of the lolly, rather than the side, so that it could always be viewed intact. It’s proved to be one of the most enduring pieces of branding ever and one that’s still used today, four billion sales later.

What would induce the famous artist to take on such a project? Dinero. The guy rarely turned it down, causing surrealist poet André Breton to nickname him "Avida Dollars"—an anagram of Dalí's name that roughly translates to "eager for cash."

[Image: p4nc0np4n]

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52 Comments

  • WazzaWaz

    What would induce the famous artist to take on such a project? As stated - It was for a FRIEND o.0

  • Al Fager

    Wow news paper as a medium! Dali is alway Da man!
    Go to st Pete.s Dali muse to check out his work!
    Sober its still a trip!

  • Mandy

    Ah Dali... the man everyone loves but no one knows at all...
    I'm fairly certain he would choke at the sight of the title of this post..

  • Marc Swanson

    Not trying to be a troll or anything, but what am I missing? It's a nice logo and all, but nothing terribly special.... certainly not worthy of a "genius" label. Is the presentaion of the logo on top genius? I'd buy that sooner than the logo-as-daisy design.

    Seems to me it was this idea from Enric Bernat that sold more Chupa Chups than Dali's logo (from Wiki): "Bernat felt that at that time, sweets were not designed with the main
    consumers — children — in mind. Shopkeepers were instructed to place the
    lollipops near the cash register within reach of children's hands,
    instead of the traditional placement behind the counter."

  • Stuart Bogue

     I think that is kind of the beauty of it. It doesn't seem mind blowing,but when those same kids see them in their display tree, what they see is that familiar and easy logo........looks great and always means the same thing....

  • RBiggs2345234

    ...from the Spanish chupar, meaning “to suck”

    So does "Chupa Chup" literally translate as "sucky suck"?

  • Inkedup Creative Agnecy

    Sweet Success!  Yes, a big well done to the graphic designers who have kept the integrity of this logo in tact whilst ensuring it evolves with modern design techniques! Bravo! 

  • Pablo Herrera

     We are talking about the logo! Designed by Dalí and kept untouched ever since.

  • Brien A. Martin

    A very nice piece of design history. After looking at Dali’s
    original design, it should also be noted that the logo seems to have been
    refined over the past 43 years into the indelible symbol we identify with
    today. The logos of all brands over time evolve, some for the better and some
    for the worst. In this case thanks should also go to the designers who
    masterfully refined the original design so the full graphic potential of Dali’s
    vision could be realized. Those designers deserve credit too.      

  • Nigel Burt

    Fascinating! ...Always liked his work and I've also always been partial to the odd Chupa Chup.

    Great article.
     

  • pablomex

    Really interesting!
    I have known this lollipops since I was a kid!
    Who would have imagined that Dali is behind that brand design?