Tesco has started to roll out the new logo for its Clubcard Prices scheme, having lost a High Court appeal after a judge ruled that its branding did infringe Lidl’s trademark.
On the supermarket’s groceries app, the former yellow circle on a blue square logo has started to be replaced with a blue square alongside a yellow rectangle.
It is understood that the rollout of the updated branding will continue over the coming weeks.
Last week, group CEO Ken Murphy said that to comply with the judgement, Tesco has to replace the branding, including eight million of the Clubcard Prices logos in stores, “in the next nine weeks”.
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A Tesco spokesperson told Grocery 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.”
In March, the Court of Appeal backed the finding that Lidl’s trademark had been infringed, although it did overturn a decision on copyright infringement.
At the time of the decision, a Tesco spokesperson said it was “disappointed with the judgement”, however added that it “would like to reassure customers that it will in no way impact our Clubcard Prices programme”.
“Clubcard Prices, irrespective of its logo, will continue to play a central role in rewarding our Clubcard members with thousands of deals every week.”
