The Spanish company that would become known as Chupa Chups produced its first lollipops all the way back in 1958. Now owned by Perfetti Van Melli, the label’s goods are sent all over the globe.
Aetiology and background
The brand’s slogan, “chupar,” derived from the Spanish verb “to suck,” became widely understood to refer to a kind of candy ball. Chupa Chups, ever since the day they were invented, have been the most popular candy in the world.
During the first decade following the brand’s inception, the Chupa Chups logo and other branding elements were somewhat understated and unassuming. The “Chupa” portion of the wordmark was done in a rigid serif font, while the “Chups” portion was done in a strong cursive with the extended curving tail of the letter “P” for a humorous look.
When Salvador Dali, a major figure in the art world, was commissioned to create a new emblem for the company in 1969, things took a dramatic turn. The designer insisted on centering the brand’s emblem inside a yellow flower and positioning it vertically above the candy, rather than horizontally. They decided to make the wordmark red.
1958 – 1961
The original Chups logo, released in 1958, was quite simple, consisting of only the word “Chups” in a bespoke cursive font and a light red background. The white backdrop and black text contrasted well.
1961 – 1963
The word “Chupa” was included into the emblem in 1961. Above the bespoke red “Chups” with extended curving tails of the letters, it read in all caps of plain sans-serif fonts in black. Both were set against a sunny yellow backdrop, making them stand out and inspiring feelings of joy.
1963 – 1969
Both of the logo’s typefaces were updated to look better that year, and the yellow backdrop was swapped out for white. The red cursive “Chups” was tweaked and made bolder, while the top, “Chupa,” half was rendered in a narrower extra-bold serif font with delicate and pointed serifs at the extremities of the broad straight lines.
1969 – 1990
In 1969, a red tint is added to both components of the logotype, and they are all set against a solid yellow backdrop to form a repeating daisy pattern. Lollipops with their now-iconic red and yellow colour scheme are easily recognisable on shop shelves throughout the world because they so effectively convey the brand’s essence and mission.
From 1990 to the Present
Since it was first designed, the famous logo hasn’t seen many changes. A white and red outline was added to the daisy’s design, and the nameplate now only uses the distinctive strong cursive font. Chupa Chups also tweaked their colour scheme, making the yellow a touch less intense and the red a little more vibrant in their emblem.
Color and typeface
The Chupa Chups logo, with its own sans-serif cursive, is modern and sophisticated. The font was designed specifically for the company, however it has some similarities to other styles like Skate Bold and Bolero.
The brand’s visual identity, which is mostly comprised of red and yellow, is a surefire attention-getter that conveys vitality, happiness, and enjoyment. The shape of the logo, which is white with grey elements, lends an air of professionalism to the whole design, suggesting high standards of workmanship and trustworthiness.
