Lacoste has unveiled a new visual identity, focusing on typography, archival elements, and updated brand codes.
The brand has reintroduced serif typography inspired by its archives, developed as a bespoke design with defined proportions, spacing, and rhythm to create a consistent visual structure.
The update has drawn from early works linked to René Lacoste and Robert George, with the aim of aligning current design elements with the brand’s original identity.
The Crocodile logo has been reworked in its application, with increased prominence in standalone usage. The red tongue element has been made more visible across certain executions, referencing its original design.
The brand’s green colour has been adjusted to align more closely with its earlier shade, while additional colours including clay and farine have been incorporated to reflect tennis heritage and early product design.
Lacoste has also introduced René Lacoste’s handwritten script in select brand elements, including Café Lacoste branding, adding a personalised layer to the visual system.
Motifs inspired by archival graphics and sports associations such as tennis and golf have been included in the updated design language, particularly in packaging.
The new identity has been developed in collaboration with Commission Studio and has been rolled out progressively across brand touchpoints.
“This evolution reflects Lacoste’s desire to build on its heritage while expressing it through a contemporary lens shaped by French elegance distinctive to the Maison.” – Lacoste spokesperson
