Hello and welcome to this video
Gareth here from TastyTuts.com
In this video we're going to look at the Chupa Chups logo
learn a little about the logo and the designer behind it.
The Chupa Chups logo was enhanced in 1969 by the artist Salvador Dali born 1904.
Salvador Dali is known for his surrealist paintings.
His best known work 'The Persistence of Memory' was completed in August 1931.
Dali's expansive artistic repertoire included film sculpture and photography
in collaboration with a range of artists in a variety of media.
This is an interesting story because this logo was
not designed by a famous or well known graphic designer
but by a very famous Spanish artist known for his serialist paintings.
This logo was developed in 1969 to build upon the previous logo
that was used since the early 1960s.
It is said that the founder of the temperatures company
was friends with Dali and over coffee the founder complained about the previous logo.
After a few hours of sketching Dali would make a subtle change to the logo.
It was a not huge change. But it would prove to be an extremely smart change.
What Dali did was place the existing logo inside a daisy shape
and set the logotype as a solid red colour.
This logo would be placed on top of the lolly instead of on the side
so that it would always be intact.
So what kind of logo is this?
Well the Chupa Chups logo is an emblem type logo
The logotype / wordmark element is encased within the Daisy shape
making it one self contained logo that will always occur in one instance
and with only change in scale.
In the logo we have a bold serif font in caps and a lowercase script style font below
adding more fun easygoing touch.
This logo is bold and eye catching and is a true example of a timeless logo.
This logo has barely changed over the past 40 years.
In 1978 there was a subtle change to the colour scheme going from the orange Daisy to a yellow
and in 1988 an all lowercase wordmark was introduced in a new script font
and around the outside three strokes were included: White, red and gold.
This logo is still used today.
So what do I think about this logo?
Well I think that the success of the logo is partly to do with it being an emblem.
Prior Dali's addition in 1969 the logo was simply a logotype / wordmark logo.
Words that would otherwise compete in a sea of words in an advertising marketing environment.
By placing the logotype word mark in shape it makes it more distinctive.
Not only that but it creates an emblem logo that like all emblem logos work really well.
Emblems are always seen in the same instant
and generally only scale up or down when used in different media environments.
This logo worked perfectly on a product placed on the top.
So what can we learn about this story?
Well Dali did not design this logo necessarily. He simply enhanced it.
It was not a huge change but it was an extremely smart change.
What Dali did was place the existing logo inside a daisy shape
this Daisy shape is now what everyone thinks of when they think of Chupa Chups.
This logo is an example that helps affirm the idea
that shape seems to be really iconic and works well as a logo.
It's these types of logos are typically go and changed
The idea of this logo has gone unchanged since 1969.
Now let's think of Master Card, CBS, Twitter, Warner Brothers,
Apple, Natwest, Target and Nike for example.
some very simple shapes.
These brands own these shapes and they have gone largely unchanged over decades.
Shape is so simple and very memorable.
When you see these shape you instantly think of the brands.
So when creating a logo remember how powerful shape can be
in achieving is striking and memorable logo.
If you'd like to learn more about Salvador Dali
and the legendary Chupa Chups logo.
You can find further reading and interesting video links in the description.
So that's one of many logos and designers I have spoken about.
If you enjoyed this video want to watch more like it
you can see more episodes in the famous logos playlist.
Link is in the description.
Well I hope you enjoyed this video.
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so until next time have fun guys
and I'll see you in the next video!
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