Lacoste has introduced a refreshed visual identity, building on its long history while giving it a more current and defined look. The update does not move away from what the brand is known for. Instead, it sharpens those elements and presents them with greater confidence and consistency.
Typography is a key part of this change. Lacoste has reintroduced serif lettering from its archives, redesigning the letters with careful attention to spacing, balance, and proportion. The result is a type style that feels classic and precise, giving the brand a more structured and recognizable voice across all platforms.
The update also revisits important moments in Lacoste’s history. From René Lacoste’s early work to Robert George’s original crocodile illustration, the brand has focused on the details that shaped its identity. Instead of changing these elements, Lacoste has refined their use today.
The crocodile logo, one of fashion’s most recognizable symbols, is now used more flexibly. It can appear on its own more often, depending on the situation. One small but noticeable update is the red tongue, which is now more visible in some versions. This subtle change brings back a detail from the original design and adds energy and character.
The brand’s colors have also been updated. Lacoste’s signature green has been adjusted to better match its original shade, bringing back a deeper connection to the brand’s roots. The colour palette now also includes clay, inspired by tennis courts, and farine, a soft off-white inspired by René Lacoste’s first blazer.
René Lacoste’s handwritten script adds another personal touch. It is used in select places, such as the Café Lacoste logo, to add a human element that connects the brand to its origins. Graphic motifs inspired by sports such as tennis and golf, along with old illustrations, have also been updated for use on packaging.
This updated identity has been developed in collaboration with Commission Studio and will be introduced gradually across the brand’s platforms. The approach is not about dramatic change, but about clarity. By refining what already exists, Lacoste is making its identity easier to recognise and more consistent in its expression.
The result is a visual system that feels familiar yet more defined. It keeps the brand’s essence intact while ensuring it remains relevant and clear in a modern setting.