Delhi, April 29: Lacoste has introduced an evolved visual identity, reinterpreting its iconic design language by drawing deeply from its rich archives while reinforcing a contemporary and refined brand expression.
At the core of this transformation is typography, re-established as a defining structural element. Inspired by the Maison’s heritage, the new bespoke serif typeface reflects precision in proportions, rhythm, and spacing, creating a distinctive and sophisticated visual signature.
The refreshed identity revisits the brand’s origins, drawing influence from the pioneering work of René Lacoste and Robert George, who created the first Crocodile illustration. This renewed approach strengthens the brand’s connection to its foundational codes while refining them for modern relevance.
The iconic Crocodile emblem has been reimagined with greater prominence across select applications. Notably, the red tongue—present in the original design—has been enhanced, bringing forward a historic detail while reflecting the Maison’s playful.
Lacoste’s signature green has also been recalibrated to align more closely with its original tone, restoring the depth and intensity synonymous with the brand’s legacy. Additionally, René Lacoste’s handwritten script has been introduced in select brand expressions, including Café Lacoste, adding a personal and authentic touch.
The visual identity is further enriched through archival-inspired motifs referencing tennis, golf, and the Crocodile, particularly influencing packaging and graphic applications. The colour palette expands to include three shades of green, alongside clay—evoking tennis courts—and farine, inspired by the off-white of Lacoste’s first blazer.
Developed in collaboration with Commission Studio, the new identity will be gradually rolled out across all brand touchpoints in the coming months.
With this evolution, Lacoste reinforces its heritage while embracing a more expressive and cohesive visual language, celebrating the enduring uniqueness of the Maison.
