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New Logo for LCBO by Leo Burnett



Noted Jul. 16, 2014 by Armin

Industry / Retailers Tags /


(Est. 1927) “The LCBO (Liquor Control Board of Ontario) is an Ontario government enterprise and one of the world’s largest buyers and retailers of beverage alcohol. Through 639 retail stores, catalogues, special order services and over 217 agency stores which provide cost effective, convenient and socially responsible access for rural consumers, the LCBO offers nearly 24,000 products annually to consumers and licensed establishments from more than 80 countries.”

Design by

Leo Burnett

Related links

Marketing Mag story
blogTO story

Relevant quote
The brand refresh rolled out rather quietly — the new logo made its public debut in May, appearing in the LCBO's newspaper insert and some in-store collateral — in part because the company wasn't out to make a dramatic overhaul to its brand and stores all at once. "We're a government agency and don't have the budget to do that, so it's not a big, splashy launch like some retailers might do," said Kerri Dawson, vice-president of marketing at the LCBO. […]

The LCBO's new corporate logo has a more simplified look; gone is the grapevine in the background. "It was time to make it more clean and defined and contemporary," she said. There are also new letterforms, including a loop in the ‘b.' Dawson sees the new logo as more approachable, fun and casual.

Marketing Mag story

Images (opinion after)
New Logo for LCBO by Leo Burnett
Logo detail.
Video for LCBO’s new brand message, “Let’s Get Together”.
New Logo for LCBO by Leo Burnett
Sample of existing stores. Not bad.
New Logo for LCBO by Leo Burnett
New Logo for LCBO by Leo Burnett
New store design by II by IV. Images via blogTO.

The old logo wasn't terrible but it wasn't good either. It looked more like a winery- or brewery-specific logo as opposed to a retail store carrying a broad number of products. The new logo is much more fashionable… perhaps too fashionable, feeling more like something you would see at a shopping mall with techno music coming from inside. I like it as a wordmark but I just don't see the relationship between it and the business.

Thanks to Ashley Anastasia Howell for the tip.

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