Lacoste Unveils A New Visual Identity

Lacoste evolves its visual identity, affirming its heritage through a contemporary expression shaped by a French elegance distinctive to the Maison.

Typography stands as one of its structuring elements. Inspired by the Maison’s archives, it reintroduces a pronounced presence of serif characters, historically embedded in Lacoste’s expressions. Developed as a bespoke design, it is distinguished by the precision of its proportions, rhythms and spacing, asserting a signature that is both refined and distinctive.

Drawing on the richness of its archives, from the earliest creations of René Lacoste to the foundational work of Robert George, the illustrator behind the first Crocodile drawing, the Maison returns to its roots and to the codes that have shaped its identity, refining their uses to further assert its singularity.

The iconic Crocodile, emblem of the brand, is the subject of a considered approach to its uses, allowing it to be brought forward more prominently depending on context, particularly when used on its own. The red tongue, already present in the original design, becomes more visible across certain expressions. It extends a historic detail while reflecting the spirit of freedom and playfulness that defines Lacoste.

The Maison’s emblematic green has been adjusted to closely match its original shade, restoring an intensity true to the brand’s history.

René Lacoste’s handwritten script further enriches this visual language. Introduced in selected brand expressions, notably within the Café Lacoste logotype, it brings a more personal dimension, directly connected to the origins of the Maison.

This visual language is further enriched by motifs inspired by the graphic archives, in line with the work of Robert George, and drawing from the brand’s territories and codes: tennis, golf and the Crocodile. These illustrations inform new expressions, particularly in packaging.

The colour palette places greater emphasis on the brand’s historic hues: green in three emblematic shades, alongside clay, echoing the clay courts and the world of tennis, and farine, a tribute to the off-white of René Lacoste’s first blazer. Colours and graphic codes are articulated within a cohesive approach designed to assert the brand’s expressions.

Developed in collaboration with Commission Studio, this visual identity will be progressively deployed across all brand expressions in the months to come.

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

ABOUT LACOSTE
Since the very first polo was created in 1933, Lacoste relies on its authentic sports heritage to spring optimism and elegance in the world thanks to a unique and original lifestyle for women, men, and children. At the juncture of sport and fashion, Lacoste frees us up, creates movement in our lives, and liberates our self-expression. In every collection, in every line, Lacoste’s timeless elegance is captured through a combination of the creative and the classic. Since its beginnings, the crocodile’s aura has grown more powerful with every generation who has worn it, becoming a rallying sign beyond style. Passed from country to country, from one generation to the next, from one friend to another, Lacoste pieces become imbued with an emotional connection that raises them to the status of icons. The Lacoste elegance - both universal and timeless - brings together a large community, in which everyone respects and recognizes each other's values and differences. LACOSTE is an international brand from MF Brands Group, established in 98 countries, throughout a network of 1100 shops. For further information on LACOSTE lacoste.com.ph

About SSI Group, Inc.:
The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories.  Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:

SSI GROUP CUSTOMER SERVICE TEAM
Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
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