LCBO slowly rolling out new logo, slogan

Redesign cost half a million dollars

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.

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  1. It makes me posted on 07/17/2014 05:38 AM
    It makes me want to start drinking. Don't like it.
  2. Sharon posted on 07/17/2014 07:49 AM
    I think my head just exploded! The LCBO spent 1/2 million dollars for a new logo? Our tax dollars going for something this unnecessary! And, oh yeah, and my option for buying liquor and imported wine is still where?
  3. don was right posted on 07/17/2014 09:44 AM
    Lisa Murray got paid $200,000 last yaer according to the sunshine list. At that rate whats half a $mil? Morons.
  4. Greg posted on 07/17/2014 10:36 AM
    Hey, hey ,hey naysayers! This is a prudent decision. How else are you going to distinguish yourself from the competition without a catchy new logo?
  5. Mark7 posted on 07/17/2014 10:44 AM
    What a sad and pathetic world we live in. Many drug users (drinkers) will not even go to an event unless booze is served. Glad I do not do the foolish drink.
  6. john posted on 07/17/2014 12:49 PM
    not me a drink REAL beer . form the beer store .
  7. Jason posted on 07/22/2014 10:02 AM
    I always thought it was grapes too.
  8. David posted on 07/22/2014 10:31 AM
    This is why it needs to be privatized.
    $500000 to change the LOGO.
    I think the current Provincial party in charge should foot this bill.

    How about this, find ideas to lower the cost of alcohol in the LCBO.
    Concentrate on that, focus on this, lower the cost of alcohol.
  9. Chris posted on 07/23/2014 06:42 AM
    This is just crazy. The lowly public have to do fund raisers to to help support this and support that and these morons blow $500,000.00 on this stupidity. The tax payers of Ontario deserve better than this bloated monopoly. Disband it now and fire every single employee of the LCBO. Let Mom and Pop sell liquor at a fraction of the cost these clowns can.
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