Lacoste Reinvigorates Brand with Retro-Infused Logo and Typography Update

Lacoste, the iconic French clothing company, has announced a transformation of its brand image, showcasing a redefined typography, a more streamlined colour palette, and a subtle makeover of its signature crocodile logo.

A Refined Typeface

The brand’s typography has undergone a significant facelift, reverting back to serif characters that were once a staple of Lacoste’s visual language. This newly designed typeface is bespoke, focusing on aspects such as proportion, spacing, and rhythm to craft a look that is both unique and instantly recognizable.

The Crocodile Gets a Makeover

The easily identifiable crocodile logo of Lacoste has been given a fresh look, drawing inspiration from initial designs by Rene Lacoste, the company’s founder, and illustrator Robert George. The revamped version brings back the red tongue from the original design, while adjusting the shade of green to a deeper hue.

Historic Hues

The brand’s colour palette has undergone a subtle refinement process, with a renewed emphasis on its traditional colours: green, clay, and off-white.

The company stated, “Through this evolution, Lacoste brings forward already iconic codes, offering a more assertive reading that reveals the full richness and singularity of the maison.”