Lacoste unveils new Visual Identity that Celebrates the Maison’s Rich Legacy
French designer sports fashion company Lacoste has unveiled a new visual identity that reveals the full richness and singularity of the Maison.
Developed in collaboration with elite London-based creative agency Commission Studio, the bespoke design reintroduces a pronounced presence of serif characters, historically embedded in Lacoste’s expressions and iconic codes.
The new visual identity draws inspiration from the richness of its archives namely the earliest creations of Rene Lacoste and the foundational work of Robert George (the illustrator behind the first Crocodile drawing), it offers a historic detail while reflecting the spirit of freedom and playfulness that defines Lacoste.
Distinguished by the precision of its proportions, rhythms and spacing, the iconic Crocodile, emblem of the brand has been brought forward more prominently. Asserting a signature that is both refined and distinctive, the red tongue (already present in the original design), is more visible across certain expressions.
This visual language is further enriched by motifs inspired by the graphic archives, in line with the work of Robert George and Rene Lacoste’s handwritten script, introduced within the Cafe Lacoste logotype. Together, this brings a more personal dimension, directly connected to the origins of the Maison.
The color palette lays emphasis on the brand’s historic hues: green in three emblematic shades, has been adjusted to closely match its original shade, restoring an intensity true to the brand’s history, alongside clay (echoing the clay courts and the world of tennis), and farine (a tribute to the off-white of Rene Lacoste’s first blazer).
A contemporary expression shaped by a French elegance distinctive to the Maison, Lacoste’s new visual identity will be progressively deployed across all its brand expressions as well as in packaging in the coming months.
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