After more than a decade, the familiar hunter green letters over a golden bunch of grapes, hops and barley are slowly vanishing.
The Liquor Control Board of Ontario has begun rolling out a new logo and slogan, a process it started at the end of June.
The new, pared down logo consists only of the letters LCBO, in navy blue font with a curly-cue on the letter B. Spokesperson Lisa Murray calls the new look more contemporary and clean, while doing away with background images that do not paint a full picture of what the LCBO offers.
"A lot of people saw it as grapes and grape leaves and it had the connotation of wine", explains Murray.
The new logo is already up at Toronto's urban concept LCBO in the Beach and at a new shop in Mississauga. The refreshed emblem was printed in the latest issue of Food and Drink, a free magazine available at the LCBO and it is featured on the LCBO's re-tooled web site.
The changeover in logos will be a gradual process with no clear target date for all LCBO stores to make the switch. Murray says exterior signs will be changed as new stores comes online or when existing ones go through a major renovation.
You are more likely to see the conversion inside the store than out, but even that might take awhile.
"We made a conscious decision not to spend a lot of money frivolously on throwing things out that are perfectly good just because it had a different logo on it", says Murray.
Bags, in-store signs, letterhead and business cards will be branded with the new logo only after current stocks are depleted. Murray says the changeover will not cost taxpayers any extra money.
"If we're putting up a store we have to make a sign anyway. If we're printing bags, it's no more cost to print the bag with the new logo than with the old logo."
The LCBO did spend "just under $500, 000" on research and design of the new logo and development of a new slogan: "Let's get together" to replace "Discover the World".
Murray says the government-owned LCBO is a retailer like any other in the province and has to do what it can to stay competitive. She rejects the notion that province has a monopoly on alcohol sales, pointing to the Beer Store and private wine shops as challengers for your booze buck.