When a brand built on heritage decides to evolve, it doesn’t start from scratch-it looks inward. That’s exactly what Lacoste has done with its refreshed visual identity, blending nostalgia with contemporary finesse.
At the heart of this update lies a deep dive into the archives. The brand has introduced a refined typography system inspired by its early design language, now featuring stronger serif elements that evoke timeless sophistication. This subtle shift gives Lacoste’s communication a more premium and classic tone, while still feeling relevant in today’s design landscape.
The iconic crocodile emblem-arguably one of fashion’s most recognisable logos-has also received careful attention. Without altering its essence, Lacoste has enhanced its detailing, notably highlighting the red tongue in select applications, making the symbol feel more expressive and visually striking.
Colour, too, plays a crucial role in this evolution. The brand’s signature green has been recalibrated to more closely match its original historical shade, reinforcing authenticity. Alongside this, the visual system now incorporates elements inspired by tennis and golf-sports deeply embedded in Lacoste’s DNA-along with archival illustrations that nod to its origins.
Adding a personal touch, René Lacoste’s handwritten signature has been reintroduced across select assets, including Café Lacoste, infusing warmth and storytelling into the brand’s identity.
Developed in partnership with Commission Studio, this refreshed identity will gradually unfold across retail, packaging, and communication channels-ensuring Lacoste’s legacy continues to feel both rooted and refreshingly modern.
