French Maison blends heritage and modern design with updated typography and Crocodile emblem
Lacoste has introduced a new visual identity, reinforcing its heritage while adopting a contemporary design language rooted in French elegance, as part of a broader brand evolution strategy.
The revamp places typography at the centre of its identity, reintroducing serif characters inspired by archival designs. The bespoke typeface reflects refined proportions and spacing, aimed at delivering a more distinctive and structured visual signature.
The brand has drawn extensively from its archives, including early creations by founder René Lacoste and the original Crocodile illustration by Robert George. This archival influence underpins the updated identity, which seeks to reinterpret legacy elements for modern usage.
Central to the redesign is the iconic Crocodile emblem, which will now feature more prominently across brand expressions. The red tongue—part of the original design—has been enhanced in visibility, reflecting a balance between tradition and a more playful, expressive aesthetic.
Lacoste has also refined its signature green, aligning it more closely with the original shade to restore historical authenticity. The broader colour palette now emphasises heritage tones, including multiple greens, clay—referencing tennis courts—and farine, inspired by the off-white of the brand’s early apparel.
Additionally, René Lacoste’s handwritten signature has been incorporated into select brand elements, including the Café Lacoste identity, adding a personalised layer linked to the brand’s origins. Graphic motifs inspired by sports such as tennis and golf, as well as archival illustrations, will feature across packaging and design applications.
The new visual identity has been developed in collaboration with Commission Studio and will be rolled out progressively across all brand touchpoints in the coming months.
The update reflects a broader industry trend of heritage brands reasserting their legacy while adapting to contemporary consumer expectations, positioning Lacoste for stronger global brand coherence.
