Lacoste debuts a new visual identity with an invigorated logo

When an established brand alters its logo, you know something huge is in the works. Making a change to a brand identity is always a risk, but for Lacoste, it’s a considered one. Instead of doing away with the beloved logo altogether, they’ve opted for subtle but effective changes to the typography and colour palette. After all, what is Lacoste without its iconic Crocodile emblem?

The newly pronounced serif characters are distinguished by the precision of their proportions, rhythms and spacing. It’s modern and refined, a bold new look for the brand representing its modernity, but the other alterations draw inspiration from the Maison’s roots. 

Alongside the change in typography, the Lacoste Crocodile will also be reintroduced on a larger scale across certain pieces, with a richer red tongue. Originally illustrated by Robert George, the emblem is central to Lacoste’s history, whose spirit is defined by playfulness and freedom. As for the Croc’s skin, that’s been adjusted to match the original shade of green used by George, evoking the timelessness of the brand.

Across certain brand expressions, like the Café Lacoste logotype, the Maison is employing founder René Lacoste’s handwriting, bringing a more personal dimension to the pieces. The changes, developed in collaboration with Commission Studio, reveal the singularity of the Lacoste branding with assertiveness and personality. A true ode to the brand’s intentionality and timelessness.