{"id":62794,"date":"2026-04-24T12:00:00","date_gmt":"2026-04-24T03:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?post_type=archive&p=62794"},"modified":"2026-04-24T09:37:49","modified_gmt":"2026-04-24T00:37:49","slug":"lacoste-26","status":"publish","type":"archive","link":"https:\/\/designcompass.org\/en\/archive\/lacoste-26\/","title":{"rendered":"Lacoste, serifs that highlight elegance"},"content":{"rendered":"

This is a brand design for Lacoste. We collaborated with Commission Studio.<\/p>\n\n\n\n

The most noticeable change is the logo. Lacoste has reintroduced more distinct serifs to the logo. The brand described the new logo as a custom design with finely tuned proportions, rhythm, and spacing. The direction is closer to a 'modern reconstruction of heritage' than a complete break.<\/p>\n\n\n\n

Early assets such as 'La Chemise Lacoste,' the name used when Ren\u00e9 Lacoste and Andr\u00e9 Gillier first established the brand in 1933, and the pique polo shirt that became the brand's symbol, were cited as the starting point.<\/p>\n\n\n\n

The crocodile symbol also takes a more prominent role. It is used more actively as a standalone symbol depending on the situation, and the red tongue from the original design has been adjusted to be more visible in some applications. The brand's signature green color has also been refined to be closer to its original hue. In addition, historical colors such as clay and farine have been added to color-link the brand's origins, such as tennis courts and Ren\u00e9 Lacoste's first blazer.<\/p>\n\n\n\n

The graphic language has also been expanded. Ren\u00e9 Lacoste's handwriting has been applied to certain touchpoints, such as the Caf\u00e9 Lacoste logotype, while motifs taken from the brand archives and the work of Robert George, who created the first crocodile illustration, have been reflected in the new packaging and graphic system. It is an attempt to re-link Lacoste's core codes\u2014tennis, golf, and the crocodile\u2014into a visual language.<\/p>\n\n\n\n

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More and Sources<\/h2>\n\n\n\n