The fashion brand gets an unexpected logo makeover for their 80th anniversary.
Debuting this November, graphic designer Peter Saville has created a limited-edition line of polo shirts for Lacoste with a shocking twist; the polos are missing the signature logo. Instead, the iconic crocodile is replaced with designs ranging from squiggles to rough outlines.
Saville was put to the test by the brand for its 80th anniversary and managed to redesign the iconic logo in 160 ways, 80 for men and 80 for women.
Saville told WWD, ‘they still look like Lacoste shirts even if they don’t have a crocodile on them. It’s about requisitioning the mainstream to translate an idea that is not about selling.’
Watch the creative process video below: