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Salvador Dalí and the Chupa Chups Logo

Chupa Chups logo, 1969, Salvador Dalí (1904–1989)

Chupa Chups logo, 1969, Salvador Dalí (1904–1989)

Though best known for his other-worldly surrealist paintings melding the real and imagined, Salvador Dalí (1904–1989) applied his talent to commercial endeavours. In 1969, he designed the iconic logo for the Chupa Chups brand of lollipops. In order to better market to children, the company’s founder Enric Bernat insisted on incorporating a stick in the company’s hard candies to prevent mess and stickiness. Ten years later, he sought to rebrand the business and expressed his difficulty in finding a logo design to his friend, Dalí. The artist is said to have immediately seized a nearby newspaper to set about designing the preliminary sketch for the daisy-shaped logo. Bearing the target audience in mind, he advised the playful image be placed clearly at the top of the lollipop where it was always in view, and the company recommended that retailers place the treats at a child’s height near the till. Though the logo has been updated from the original flat design, Dalí’s foundation of the red and gold daisy still remains in the current iteration.