Tesco Loses Appeal, Must Change Clubcard Logo After Lidl Trademark Battle
Quote from VATcal on 19/03/2024, 14:50British supermarket giant Tesco has been ordered to change its loyalty program's logo after a lengthy legal battle with discount competitor Lidl. The Court of Appeal upheld a previous ruling that Tesco's Clubcard Prices logo, featuring a yellow circle on a blue background, infringed upon Lidl's established trademark.
Lidl argued that Tesco's design was a deliberate copycat intended to mislead customers and capitalize on Lidl's reputation for low prices. The Court agreed, stating that Tesco's logo was too similar to Lidl's and could create confusion among shoppers.
Tesco had initially challenged the High Court's decision, claiming there was no basis for the trademark infringement claim. However, the Court of Appeal dismissed the appeal, requiring Tesco to update its Clubcard Prices logo.
While Tesco expressed disappointment with the judgment, they assured customers that the Clubcard program itself would remain unchanged. The company is expected to reveal a new logo design in the coming weeks, with estimates suggesting the rebranding could cost millions.
This outcome is a significant victory for Lidl, solidifying their trademark rights and establishing their brand identity as a leader in discount grocery shopping. The case also highlights the importance of protecting trademarks to prevent consumer confusion and unfair competition.
British supermarket giant Tesco has been ordered to change its loyalty program's logo after a lengthy legal battle with discount competitor Lidl. The Court of Appeal upheld a previous ruling that Tesco's Clubcard Prices logo, featuring a yellow circle on a blue background, infringed upon Lidl's established trademark.
Lidl argued that Tesco's design was a deliberate copycat intended to mislead customers and capitalize on Lidl's reputation for low prices. The Court agreed, stating that Tesco's logo was too similar to Lidl's and could create confusion among shoppers.
Tesco had initially challenged the High Court's decision, claiming there was no basis for the trademark infringement claim. However, the Court of Appeal dismissed the appeal, requiring Tesco to update its Clubcard Prices logo.
While Tesco expressed disappointment with the judgment, they assured customers that the Clubcard program itself would remain unchanged. The company is expected to reveal a new logo design in the coming weeks, with estimates suggesting the rebranding could cost millions.
This outcome is a significant victory for Lidl, solidifying their trademark rights and establishing their brand identity as a leader in discount grocery shopping. The case also highlights the importance of protecting trademarks to prevent consumer confusion and unfair competition.
