Lacoste has revamped its branding, refining the typography, colour palette and its famous crocodile logo.

Developed in collaboration with Commission Studio, the new visuals will be introduced gradually across all brand touchpoints in the coming months.

The updated typography reintroduces serif characters, referencing earlier versions of the brand’s visual language. Designed as a bespoke typeface, it focuses on proportion, spacing and rhythm to create a more defined and recognisable look.

Lacoste has also revisited its crocodile logo, drawing on early designs by founder Rene Lacoste and illustrator Robert George. The updated version restores the red tongue seen in the original design and adjusts the green tone to a deeper shade.

Meanwhile, Lacoste’s colour palette has been refined to put emphasis on its historic hues: Green, clay, and off-white. 

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

• Further reading: Lacoste names Eric Vallat as new CEO.