Score
A New Visual Identity for Lacoste — Serifs, Archives, and a Bolder Crocodile
Lacoste's new visual identity emphasizes a return to its heritage, utilizing archival elements and a bespoke serif typeface to create a more assertive brand presence. This strategy not only reinforces the brand's French roots but also aims to resonate with consumers through a refined color palette and enhanced iconic symbols, such as the Crocodile.
Mindsparkle: Commission Studio DATE May 19, 2026 EDITOR Mindsparkle Mag A New Visual Identity for Lacoste — Serifs, Archives, and a Bolder Crocodile Commission Studio has developed a new visual identity for Lacoste, drawing the iconic French Maison back to the archival codes and founding heritage that have shaped it since its earliest expressions.
Central to the redesign is a bespoke serif typeface created in collaboration with type designer Imogen Ayres — a character inspired by the pronounced serif presence historically embedded in the brand's communications, distinguished by precision of proportion, rhythm, and spacing.The identity draws from the depth of Lacoste's graphic archives — from the foundational work of illustrator Robert George, creator of the original Crocodile drawing, to René Lacoste's own handwritten script, now introduced in select brand expressions including the Café Lacoste logotype.
The iconic Crocodile receives a more assertive role across the system, with its historically present red tongue made more visible in key applications. Archival prints and motifs rooted in the brand's territories — tennis, golf, and the Crocodile — inform a new set of illustrated expressions, deployed particularly across packaging.The brand identity's colour palette returns to Lacoste's most historically resonant hues: the emblematic green in three distinct shades, clay echoing the clay courts of the tennis world, and farine — a tribute to the off-white of René Lacoste's first blazer.
Archival prints and graphics, new colour palettes, and René Lacoste's handwriting have all been incorporated into a new vernacular for the brand, refocusing on its French roots. The identity will be progressively deployed across all brand expressions in the months to come.A patterned paper featuring rust-colored abstract shapes on a light background, with a circular brand logo at the center.
The rebranding of Lacoste, a well-known global brand, showcases significant strategic shifts that could influence industry practices, while the use of archival elements and a bespoke typeface offers a fresh take on brand identity.