Switch to own label accelerates as grocery inflation passes 17% for the first time Noting the potential "costly redesign" of the Clubcard Prices visual identity, Caddle said: "The decision highlights the importance of registering all aspects of a brand's visual identity, including even the most basic of logos." Lidl's logo trademark dates back to 1994. "It also shows the value of trade mark registrations and how effective brand enforcement is able to prevent brand owners from taking advantage of competitors' reputable brands," Caddle added. Just last week, Tesco boss Ken Murphy said he believes the supermarket's "relentless focus on providing value" is helping it stave off competition from discounters such as Aldi and Lidl. Tesco's focus on price helped drive sales up 7% to £66bn for its 2022/23 financial year, however pre-tax profit plummeted by 51% to £1bn, with the supermarket putting the drop down to price rises from suppliers.