Tesco has unveiled a modified look for its Clubcard Prices loyalty scheme after the High Court ruled that its logo infringed upon Lidl’s famous yellow circle trademark.
The development comes just a few weeks after the UK’s biggest grocer lost an appeal against the ruling, which found that Tesco had taken ‘unfair advantage’ of the German discounter’s established reputation for low prices.
Clubcard Prices’ offending yellow circle on a blue background has now been replaced with what appears to be a blue square reading ‘Clubcard Prices’ placed alongside a larger yellow rectangle displaying the offer.
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Tesco will now have until 21 May, or nine weeks on from its appeal defeat on 19 March to remove the ‘Clubcard Prices’ logo from all of its stores and online channels, which is set to cost it an estimated £8 million.
Speaking to our sister publication the Retail Gazette, a Tesco spokesperson said: “As we start to roll out our new Clubcard Prices logo, we’re laser focused on the fantastic offers for our Clubcard customers with around 8,000 deals every week on everything from washing powder and store cupboard staples to clothing and homeware.”
Upon hearing of its defeat last month, Tesco did however describe itself as “disappointed” with the ruling, but stressed to customers that the chnages would in “no way impact the Clubcard Prices program”.
