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Sep 30, 2023 · Explore the iconic Lacoste logo's history, from its crocodile roots to a symbol of luxury fashion, and its enduring brand appeal.
Apr 16, 2024 · The Lacoste logo is associated with the nickname of its founder, tennis player René Lacoste. In one of the matches, he bet on a luxurious crocodile leather suitcase.
The very first Lacoste logo, introduced in 1933, featured a particularly detailed image of a crocodile, with its tail elevated, and its mouth opened wide. The animal was placed horizontally in the brand mark, facing towards the right-hand side.
The crocodile becomes a symbol. The crocodile takes shape in 1927 under the pen of designer Robert George. An early fan of customization, René Lacoste immediately has it embroidered on his blazers. A few years later, the polo sees the light of day.
Lacoste tried to block an application from Crocodile to register its logo in China during the 1990s, and the dispute ended in a settlement. As part of the agreement, Crocodile agreed to change its logo, which now sports scalier skin, bigger eyes and a tail that rises vertically.
90 years, 10 crocodiles. Versatile. Avant-garde. The Lacoste crocodile is a work of art. From the one designed by Robert George to today's logo, the attitude remains. This is the strength of a logo that has made history. Subtle, the crocodile passes through the hands of designers, evolving one step at a time.
In 1933, he founded Lacoste with André Gillier, which became the first brand to feature a logo on its clothing. As a true visionary, he patented a shock absorber inserted between the strings on rackets in 1960, followed by a steel racket in 1963 that went on to win 46 Grand Slam titles between 1966 and 1978!
