• insights-banner

    In the Press

City AM quotes Charlotte Duly on Tesco’s Clubcard rebrand after losing battle with Lidl

Tesco has begun a £7m rebrand of its Clubcard Prices logo after losing a trademark battle against rival supermarket giant Lidl last month and has revealed the design of its new logo via the app.

Charlotte Duly, Head of Brand Protection, comments for City AM:

Tesco has retained the yellow and blue colour scheme, with blue having formed part of Tesco’s corporate livery for some time.  However, gone is the blue square superimposed with a yellow circle, instead there is a blue square next to a yellow rectangle, with the corners of each rounded as if they form one larger rectangle.

It is perhaps no surprise that Tesco has looked to retain use of their blue, and the new Clubcard Price logo is very different to their previous branding and far enough away to avoid the transfer of image Lidl complained of in the court proceedings.

With Tesco’s head of legal estimating that the cost of replacing all the Clubcard Price signs would be more than £7m, this demonstrates just how expensive a rebrand can be when it needs to be undertaken on a significant scale.

There has been much commentary in the media about Lidl and other discount supermarkets sailing close to the wind when selecting their own brand names and packaging, and being renowned for only changing designs as much as they absolutely have to when they are challenged by third parties. It will be interesting to see if, having been on the other side of the fence against Tesco, Lidl alter their own tactics.

Read the full piece in City AM here.

Our thinking

  • IBA Annual Conference 2024

    Charlotte Ford

    Events

  • LIDW: Is arbitration an effective process for disputes involving state interests: a panel discussion of concerns raised in Nigeria v. P&IDL [2023] EWHC 2638

    Richard Kiddell

    Events

  • LIDW: An Era of Constant Change – an event to explore the General Counsel’s role in delivering sustainable growth whilst managing global ESG risks

    Caroline Greenwell

    Events

  • LIDW: Liability imposed on UK Directors and how to mitigate the risks

    Claudine Morgan

    Events

  • The Telegraph quotes Dominic Lawrance on Labour’s proposed expansion of rules governing trusts

    Dominic Lawrance

    In the Press

  • How is trust reporting under the Register of Overseas Entities changing after 4 June 2024?

    Jack Carter

    Insights

  • Relocation to Italy: Italian Lump Sum Tax Regime

    Nicola Saccardo

    Insights

  • The Law Society Gazette and CDR Magazine quote Caroline Greenwell on the LIBOR appeal

    Caroline Greenwell

    In the Press

  • Charles Russell Speechlys advises long standing client AgDevCo on its equity investment in Agris

    Adrian Mayer

    News

  • The UK government updates on timings for Sustainability Disclosure Requirements components

    Megan Gray

    Quick Reads

  • Consequences of Disobeying Court Orders?

    Stephen Chan

    Insights

  • Disputes Matters: International Arbitration

    Thomas R. Snider

    Podcasts

  • CDR Magazine quotes Stewart Hey on the cum-ex scandal

    Stewart Hey

    In the Press

  • A Glimpse into Saudi Arabia's Tourism and Leisure Vision 2030 and Beyond

    Reem Al Mahroos

    Quick Reads

  • Using Generative AI and staying on the right side of the law

    Rebecca Steer

    Insights

  • World Trademark Review quotes Charlotte Duly on a recent Supreme Court director liability ruling

    Charlotte Duly

    In the Press

  • FE News quotes Adam Kyte on the MAC's review of the graduate visa route

    Adam Kyte

    In the Press

  • The Building Safety Act 2022 – Considerations for Real Estate Lenders

    James Walton

    Insights

  • The Guardian and City AM quote Ashwin Pillay on Anglo American rejecting a second takeover bid from BHP

    Ashwin Pillay

    In the Press

  • Copyright in the Age of AI

    Mark Hill

    Quick Reads

Back to top