Lacoste unveils a new visual identity inspired by its historical archives and French roots.
More than ten years after its last graphic evolution, Lacoste is unveiling a new visual identity designed as a return to its roots. The crocodile brand, owned by the MF Brands group, has chosen to modernize its codes while reaffirming its historical heritage, at a time when many fashion Houses are returning to stronger, more heritage-driven identities.
“A new vernacular version for the brand, refocusing on its French roots”
Developed with the British agency Commission Studio, this new identity is primarily based on a custom typeface inspired by the House’s archives. “Archive prints and graphics, new color palettes, and René Lacoste’s handwriting have all been integrated into a new vernacular version for the brand, refocusing on its French roots,” explained Commission Studio on Instagram.
With 1,100 points of sale worldwide, Lacoste is notably reintroducing serif characters to regain a more elegant and prestigious signature. The brand says it carefully refined proportions, rhythms, and spacing to strengthen the logo’s distinctiveness across all its media.
The Lacoste crocodile sheds its skin
The iconic crocodile is also evolving, though without a complete transformation. Lacoste has chosen to rework certain historical details, particularly its red tongue, which is now more prominently highlighted in some versions. The brand’s iconic green has also been adjusted to move closer to its original shade, reflecting a deliberate desire to reconnect with the historical codes of René Lacoste and the first drawing created by Robert George in the 1930s.
Beyond the logo itself, the entire visual language of the House is being redesigned. Packaging, store signage, digital platforms, as well as Lacoste bags and cafés, will gradually adopt this new artistic direction. The brand is also reintroducing René Lacoste’s handwritten script into certain visual expressions and developing new patterns inspired by its sporting and tennis archives.
With this rebranding, Lacoste joins a broader luxury and premium trend of returning to more heritage-focused identities after several years of standardized minimalism. Like Burberry and Rolls-Royce recently, the French brand is betting on capitalizing on its history rather than breaking away from it. Its café recently opened in Paris, also designed in the House’s colors, further contributes to boosting visibility and immersing customers in its artistic universe.
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Featured photo : Lacoste
