LACOSTE REFRESHES IDENTITY WITH CONTEMPORARY PRECISION ROOTED IN HERITAGE

Lacoste has unveiled a refined visual identity by Commission Studio, blending archival inspiration with modern design sensibilities. The update enhances its iconic codes while introducing typographic and colour adjustments, reinforcing the brand’s enduring elegance across fashion and sport.

Lacoste has introduced a renewed visual identity developed in collaboration with Commission Studio, marking a considered evolution of the Maison’s aesthetic language. The update seeks to balance modern expression with the preservation of the brand’s deeply embedded cultural and sporting heritage, ensuring its continued relevance in a contemporary context.

At the core of the redesign lies a commitment to archival authenticity. Drawing directly from historical references, the new system reinterprets familiar elements with subtle yet impactful refinements. A bespoke serif typeface has been introduced, restoring a sense of typographic character and sophistication that echoes the brand’s legacy while lending it a sharper, more current voice.

The iconic crocodile emblem, long synonymous with the brand, assumes greater prominence within the refreshed identity. Carefully adjusted details, including a more visible red tongue, lend the symbol increased clarity and vibrancy without disrupting its recognisable form. Meanwhile, Lacoste’s signature green has been reinstated to its original intensity, reinforcing the visual consistency that has defined the brand across decades.

Supporting these updates is a broader design framework enriched by archival-inspired illustrations and an expanded colour palette. Together, these elements create a cohesive and elevated visual system that enhances storytelling across touchpoints, from apparel to communications.

The result is a refined identity that honours Lacoste’s origins in sport and fashion while embracing a more expressive and contemporary design language. By revisiting and reasserting its foundational codes, the brand underscores its enduring appeal, positioning itself with renewed clarity in an evolving global landscape.