2011—2026
A geometric sans-serif wordmark
This archive image shows the lettering component of Lacoste’s earlier identity.
Source: Wikimedia Commons artwork record: Lacoste wordmark 2011.svg
Brand at a glance
Lacoste identity snapshot
- Archive begins
- 2011
- Industry
- Fashion & Apparel
- Current identity
- Introduced 2026
- Documented eras
- 2 logo periods
Logo history
Lacoste
See how Lacoste’s 2026 identity brought serif lettering back alongside the crocodile, following its earlier sans-serif wordmark.
The lineage
Lacoste through the years
2026—present
Serif lettering accompanies the crocodile
The April 2026 identity refresh reintroduces serif typography informed by the brand’s archives.
Source: Wikimedia Commons artwork record: Logo Lacoste 2026.svg
The story behind the changes
How the identity evolved
The crocodile stays central
Lacoste’s crocodile connects the clothing brand with René Lacoste and its tennis heritage. It can appear on a garment without the company name, so the wordmark is only one part of the identity. The earlier wordmark reproduced here is a lettering reference, not a claim that the crocodile disappeared during that period.
A new typographic direction in 2026
Lacoste announced a refreshed visual identity on April 21, 2026. The company described a bespoke serif design informed by its archives, with attention to proportions, spacing, and rhythm. The new artwork shown here pairs that more formal lettering with the familiar green crocodile.
What the comparison reveals
The older sans-serif lettering has an even, geometric appearance. The new serifs and contrast between thick and thin strokes create a different texture while the animal provides continuity. This is a change in how established brand elements work together, rather than the invention of a new mascot.
Compare this identity with H&M and Adidas.
Sources and scope
Company reference. Individual artwork records are linked below each image. Undated entries are labeled explicitly; this is a documented selection, not a claim to reproduce every historical variant.
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