Tesco has teased the new design for its Clubcard prices after a High Court ruled its yellow circle in a blue square infringed Lidl’s trademark for its similar yellow circle branding.
Britain’s largest supermarket has begun the process of replacing millions of Clubcard Prices logos with the new branding over the coming weeks, starting with its app.
The yellow circle on blue has now been replaced by a blue square with the logo in white alongside a yellow rectangle with the offer.
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Tesco has until May 21 – or nine weeks from the date it lost its appeal on March 19 – to replace more than eight million Clubcard Prices logo in stores.
The supermarket’s head of legal Ryan Hetherington estimated last year the cost of replacing all the signs would be more than £7m.
A Tesco spokesperson told Retail Gazette: “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.”
Last month, the Court of Appeal upheld the High Court’s ruling that Tesco adopted its design in order to create a price comparison with Lidl.
A Tesco spokesperson said it was “disappointed” with the judgment but reassured customers the ruling would “in no way impact our Clubcard Prices programme”.
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