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1999 2019 The logo adopted in 1999 uses the same imagery, but with the new colors and placed in the middle of a dark red square, much like before

firstly as an idealised powerless innocent, desirable to parents as a site onto which all moral and monetary aspirations may be bestowed and so the future guarded and shaped

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The original drawing was made by Belgian artist Fred Otto Kleesattel, who had based it on a dromedary named Old Joe in the traveling Barnum & Bailey Circus

The Curly Wurly's playful design and satisfying texture made it stand out on candy store shelves, enticing children and adults alike to give it a try