Tesco and Lidl square off over logo

TESCO has been accused of “seeking deliberately to ride on the coat-tails of Lidl’s reputation as a discounter” in a High Court dispute over logo rights.

The German chain has claimed that Tesco’s Clubcard Prices logo is too similar to its own blue and yellow emblem. Tesco introduced its Clubcard Prices in 2019 – part of its loyalty scheme – and uses a yellow circle on a blue square with overlaid text to promote it.

The judge said: “Lidl says that Tesco is seeking deliberately to ride on the coat-tails of Lidl’s reputation as a discounter supermarket known for the provision of value.”

Lidl first claimed in court last year that Tesco’s marketing reminded shoppers too much of its own branding.

Tesco has counterclaimed that some of Lidl’s trademarks should be declared invalid.

At a pre-trial hearing yesterday, the court ruled Lidl may use as evidence a survey of customer perceptions of the emblem. Tesco argued that this would lead to further legal costs of £500,000.

A Tesco spokesman said: “We deny and are strongly defending this claim, but cannot otherwise comment on an ongoing legal matter.”

Lidl declined to comment.