Lacoste unveils refreshed visual identity rooted in heritage and modern design

The update places strong emphasis on typography.

Lacoste has unveiled a refreshed visual identity designed to modernise its branding whilst staying closely tied to its French heritage.

The update places strong emphasis on typography, reintroducing serif styles inspired by the brand’s archives.

A custom type system has been developed with refined proportions and spacing to create a more distinctive visual signature.

The company said the redesign draws heavily from Lacoste’s history, including René Lacoste’s early work and illustrator Robert George’s original Crocodile logo. These archival references are being used to strengthen and clarify the brand’s core identity elements.

The Crocodile logo has been given more flexible usage, allowing it to appear more prominently in certain contexts, including standalone use. The red tongue detail is now more visible, reinforcing a key historic feature of the design.\

Lacoste’s signature green has been adjusted to more closely match its original shade. The brand has also introduced René Lacoste’s handwritten script into select applications, including “Café Lacoste,” adding a more personal element to the identity.

New graphic motifs inspired by the brand’s sporting heritage—tennis, golf, and the Crocodile—are also being introduced, particularly in packaging.

The colour palette now emphasises historic tones, including three greens, “clay,” and “farine,” referencing tennis courts and René Lacoste’s early blazer.

Developed with Commission Studio, the new identity will roll out gradually across all brand platforms in the coming months.