{"id":196788,"date":"2026-05-21T10:00:14","date_gmt":"2026-05-21T08:00:14","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=196788"},"modified":"2026-05-25T12:27:50","modified_gmt":"2026-05-25T10:27:50","slug":"lacostes-crocodile-gets-a-makeover","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/lacostes-crocodile-gets-a-makeover\/","title":{"rendered":"Lacoste\u2019s crocodile gets a makeover"},"content":{"rendered":"

Lacoste unveils a new visual identity inspired by its historical archives and French roots.<\/h4>\n

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More than ten years after its last graphic evolution<\/strong>, Lacoste is unveiling a new visual identity <\/strong>designed as a return to its roots. The crocodile brand, owned by the MF Brands group<\/strong>, has chosen to modernize its codes<\/strong> while reaffirming its historical heritage<\/strong>, at a time when many fashion Houses are returning to stronger, more heritage-driven identities.<\/p>\n

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\u201cA new vernacular version for the brand, refocusing on its French roots\u201d<\/h2>\n

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Developed with the British agency Commission Studio<\/strong>, this new identity is primarily based on a custom typeface inspired by the House\u2019s archives<\/strong>. \u201cArchive prints and graphics, new color palettes, and Ren\u00e9 Lacoste\u2019s handwriting have all been integrated into a new vernacular version for the brand, refocusing on its French roots,\u201d explained Commission Studio on Instagram.<\/p>\n

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Lacoste<\/figcaption><\/figure>\n

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With 1,100 points of sale worldwide, Lacoste is notably reintroducing serif characters<\/strong> to regain a more elegant and prestigious signature. The brand says it carefully refined proportions, rhythms, and spacing to strengthen the logo\u2019s distinctiveness across all its media.<\/p>\n

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The Lacoste crocodile sheds its skin<\/h2>\n

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The iconic crocodile is also evolving<\/strong>, though without a complete transformation. Lacoste has chosen to rework certain historical details<\/strong>, particularly its red tongue<\/strong>, which is now more prominently highlighted in some versions. The brand\u2019s iconic green<\/strong> has also been adjusted to move closer to its original shade, reflecting a deliberate desire to reconnect with the historical codes of Ren\u00e9 Lacoste<\/strong> and the first drawing created by Robert George in the 1930s.<\/p>\n

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Lacoste<\/figcaption><\/figure>\n

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Beyond the logo itself, the entire visual language of the House is being redesigned<\/strong>. Packaging, store signage, digital platforms<\/strong>, as well as Lacoste bags and caf\u00e9s, will gradually adopt this new artistic direction. The brand is also reintroducing Ren\u00e9 Lacoste\u2019s handwritten script<\/strong> into certain visual expressions and developing new patterns inspired by its sporting and tennis archives.<\/p>\n

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With this rebranding, Lacoste joins a broader luxury and premium trend of returning to more heritage-focused identities after several years of standardized minimalism<\/strong>. Like Burberry and Rolls-Royce recently, the French brand is betting on capitalizing on its history rather than breaking away from it<\/strong>. Its caf\u00e9 recently opened in Paris, also designed in the House\u2019s colors, further contributes to boosting visibility and immersing customers in its artistic universe.<\/p>\n

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Read also : Celia, the dazzling new carriage of the British Pullman, A Belmond Train<\/span><\/a><\/p>\n

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Featured photo : Lacoste<\/p>\n","protected":false},"excerpt":{"rendered":"

Lacoste unveils a new visual identity inspired by its historical archives and French roots.<\/p>\n","protected":false},"author":674,"featured_media":196782,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"%%post_title%% %%sep%% %%sitetitle%%","_seopress_titles_desc":"Lacoste unveils a new visual identity inspired by its historical archives and French roots.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[1964],"tags":[24542,24470,23743,24134,23393,24633],"class_list":["post-196788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","tag-branding","tag-communication-et-marketing","tag-lacoste-en","tag-mode-et-maroquinerie-en","tag-sport-en","tag-tennis-en"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/196788","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/674"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=196788"}],"version-history":[{"count":3,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/196788\/revisions"}],"predecessor-version":[{"id":196848,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/196788\/revisions\/196848"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/196782"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=196788"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=196788"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=196788"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}