A return to the Maison's archive
On 21 April 2026, Lacoste presents an evolved visual identity that re-anchors the Maison in its archival vocabulary.1 The work is developed in collaboration with London studio Commission Studio and is being rolled out progressively across all brand expressions in the months ahead.1, 2
Typography stands at the centre of the system. A bespoke serif typeface, drawn from the Maison's archives, reintroduces a pronounced presence of serif characters historically embedded in Lacoste's expressions.1 Its proportions, rhythms and spacing assert a signature that is both refined and distinctive.
The Crocodile, refined
The emblematic Crocodile, originally drawn by illustrator Robert George, is treated with a more considered approach so that the emblem can step forward more prominently when used on its own.1 The red tongue, present in the original drawing, becomes more visible across selected expressions, extending a historic detail while reflecting the playfulness that defines the brand.1
The colour palette returns the Lacoste green to a tone closer to its original shade, joined by clay, a reference to the surface of tennis courts, and farine, an off-white that recalls René Lacoste's first blazer.1 René Lacoste's handwritten script enters selected applications, including the Café Lacoste logotype, and motifs inspired by Robert George's graphic archive inform new packaging expressions.1
Written with AI assistance, edited by a human. Find out more about our Use of AI.
1. Lacoste, Celine Caron, "Lacoste unveils a new visual identity", 21 April 2026, for the announcement date, the collaboration with Commission Studio and the progressive deployment across all brand expressions in the months to come, for the bespoke serif typography inspired by the Maison's archives that reintroduces a pronounced presence of serif characters historically embedded in Lacoste's expressions, for Robert George as the illustrator behind the first Crocodile drawing and for the considered approach to the Crocodile's uses that allows it to be brought forward more prominently when used on its own, for the red tongue already present in the original design becoming more visible across certain expressions, for the emblematic green adjusted to closely match its original shade alongside clay, echoing the clay courts, and farine, a tribute to the off-white of René Lacoste's first blazer, and for René Lacoste's handwritten script entering selected expressions including the Café Lacoste logotype together with the archive motifs, in line with the work of Robert George, that inform new expressions in packaging. Press release page: https://corporate.lacoste.com/lacoste-unveils-a-new-visual-identity/. Press release PDF (EN), the same document: https://corporate.lacoste.com/app/uploads/2026/04/CP_VISUALIDENTITY_EN.pdf
2. Creative Review, Jean Grogan, "Inside Lacoste's new visual identity", 13 May 2026, for Commission Studio being London based, which the Lacoste press release does not state; the article calls it "London-based Commission Studio, which was co-founded by Christopher Moorby and David McFarline". https://www.creativereview.co.uk/lacoste-new-visual-identity-commission-studio/
