Delhi: Lacoste has introduced a refined evolution of its visual identity, reinforcing its heritage while embracing a contemporary expression defined by distinctive French elegance.
At the core of the redesign is a renewed focus on typography as a structural element. Drawing inspiration from the Maison’s archives, Lacoste reintroduces prominent serif characters—historically embedded in its visual language. The bespoke type design is marked by precision in proportions, rhythm, and spacing, creating a refined yet distinctive signature.
The updated identity also reflects a deeper connection to the brand’s origins, revisiting early creations by René Lacoste and the foundational work of Robert George, who designed the iconic Crocodile emblem. By refining these legacy elements, the brand aims to assert a stronger, more cohesive identity.
The Crocodile logo itself has been reimagined with a more considered approach to its usage, allowing for greater prominence across brand expressions. The red tongue—part of the original design—has been made more visible, reinforcing a sense of playfulness and freedom that aligns with Lacoste’s ethos.
In addition, the Maison’s signature green has been recalibrated to more closely match its original shade, restoring a deeper intensity tied to its historical roots. Complementing this, René Lacoste’s handwritten script has been selectively introduced, notably within the Café Lacoste logotype, adding a personal and authentic touch to the brand’s communication.
The visual system is further enriched by graphic motifs inspired by archival illustrations, particularly those linked to tennis, golf, and the Crocodile emblem. These elements extend into packaging and other brand touchpoints, creating a unified and immersive brand experience.
The colour palette now places stronger emphasis on heritage tones, including multiple shades of green, clay inspired by tennis courts, and farine—an off-white shade referencing René Lacoste’s first blazer. Together, these elements form a cohesive visual language that reinforces the brand’s identity across formats.
Developed in collaboration with Commission Studio, the refreshed visual identity will be rolled out progressively across all brand expressions in the coming months.
Through this evolution, Lacoste brings forward its iconic codes with greater clarity and confidence, offering a more assertive and contemporary interpretation of its legacy.
