Tesco to change Clubcard logo after losing Lidl legal battle
Tesco has been ordered to alter its Clubcard Prices logo following a defeat in a legal battle with Lidl.
The German retailer claimed Tesco's logo, which featured a yellow circle on a blue background, infringed on its trademark and exploited its reputation for value.
The dispute began in 2020 and has seen rulings from both the High Court and Court of Appeal in Lidl's favor.
Lidl expressed satisfaction with the outcomes, while Tesco, claiming to remain the most affordable full-line grocer, vows the change won't affect its Clubcard Prices benefits. Following the court's decision, Tesco is expected to introduce a new logo for its loyalty scheme.
Consumer expert Kate Hardcastle views this as both a challenge and an opportunity for Tesco to create an innovative logo without the high cost of rebranding.
Meanwhile, brand consultant Campbell Rigg believes Tesco could have sidestepped the issue with more thorough preliminary brand research, or "benchmarking." Despite the setback, Rigg anticipates Tesco will easily manage any financial implications.
The dispute began in 2020 and has seen rulings from both the High Court and Court of Appeal in Lidl's favor.
Lidl expressed satisfaction with the outcomes, while Tesco, claiming to remain the most affordable full-line grocer, vows the change won't affect its Clubcard Prices benefits. Following the court's decision, Tesco is expected to introduce a new logo for its loyalty scheme.
Consumer expert Kate Hardcastle views this as both a challenge and an opportunity for Tesco to create an innovative logo without the high cost of rebranding.
Meanwhile, brand consultant Campbell Rigg believes Tesco could have sidestepped the issue with more thorough preliminary brand research, or "benchmarking." Despite the setback, Rigg anticipates Tesco will easily manage any financial implications.
