Source: corporate.lacoste.com

Lacoste

Founded by tennis champion René Lacoste in 1933, the Maison fuses sportswear heritage with French elegance and is known worldwide for the embroidered crocodile emblem.

Key-Facts

Founded 1933

Logo

Industry Fashion · Apparel

Headquarters France

Current claim "Life is a beautiful sport."

Color #004526

Purpose Elevating elegance to a value that transcends differences Lacoste

Mission Liberating movement, acting without constraints and daring to move past given codes to unite us even more Lacoste

Brand Chronology

Deblandification: How Lacoste and Burberry signal the end of the minimalist consensus

2026

After a decade of geometric sans rebrands, Lacoste 2026 and Burberry 2023 mark the return of distinctive identity as the strategic priority.

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Lacoste revives "Life is a Beautiful Sport" with BETC Paris

2026

Lacoste revives its signature slogan in a Parisian film with Novak Djokovic, developed with BETC Paris and timed for Roland-Garros.

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Lacoste presents a new visual identity by Commission Studio

2026

Lacoste evolves its visual identity with Commission Studio, a bespoke serif typeface, refined Crocodile and three historic green tones.

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Logo Redesign

2026

On 21 April 2026, Lacoste presents an evolved visual identity that re-anchors the Maison in its archival vocabulary. 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. Its proportions, rhythms and spacing assert a signature that is both refined and distinctive.

Lacoste turns its crocodile into a GOAT for Novak Djokovic

2025

Lacoste reshapes its crocodile into a GOAT for Novak Djokovic, launching a five-piece capsule from its Fifth Avenue flagship.

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Lacoste presents the crocodile as a rallying sign in BETC campaign

2022

Lacoste's 2022 brand campaign by BETC turns the crocodile into a meeting point for unexpected encounters across cultures and generations.

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Lacoste and Minecraft launch a co-designed wardrobe and Croco Island

2022

Lacoste and Minecraft team up on a pixelated capsule and a Croco Island map, framed under the slogan 'It all begins with play'.

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Lacoste replaces its crocodile to "Save Our Species"

2018

For Spring 2018 Lacoste swapped its 85-year-old crocodile for ten endangered species, partnering with IUCN to support conservation work.

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Lacoste and Supreme released their first joint collection in 2017

2017

Lacoste and Supreme launched a co-branded Spring/Summer 2017 capsule that placed the crocodile on a New York skate-shop counter.

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Lacoste reset its positioning with 'Life is a beautiful sport' in 2014

2014

Lacoste's BETC-led 2014 campaign 'Life is a beautiful sport' realigned the brand around tenacity, elegance and optimism.

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Logo Redesign

2011

In the 2011 version, the brand name was written in a thin sans-serif font.

Logo Redesign

2002

Source: logos-world.net

After the turn of the millennium, the logo was refined by adjusting the balance between image and text, with the crocodile icon reduced in size to give more prominence to the wordmark.

Logo Redesign

1984

Source: logos-world.net

In 1984, Lacoste introduced a logo featuring its signature green crocodile with a red mouth. Beneath the emblem, the name “LACOSTE” appeared in bold uppercase lettering, reinforcing a clean and recognizable brand identity.

Logo Design

1933

Source: logos-world.net

The Lacoste brand is tied to a story involving tennis player René Lacoste and a bet over a crocodile-skin suitcase he admired but couldn’t afford. Although he lost the bet, the story stuck, and the crocodile became associated with him. His nickname, “the Crocodile,” came from his tenacity and aggressive playing style on the court. When the brand was later established, this nickname inspired the iconic crocodile logo.

Founded

1933