// graphic design · 2025
Lacoste rebranding
In 2025, Ugo Martellotta reinterpreted the Lacoste logo in a personal rebranding exercise, not affiliated with the brand.
Personal project, not affiliated with Lacoste.
In short
A reinterpretation of the Lacoste logo: the crocodile is no longer next to the name, it becomes the name. The letters L-A-C-O-S-T-E form the animal’s body.
The idea
The Lacoste crocodile is one of the best-known logos in fashion. I wanted to keep that symbol, but merge it with the name into a single, more graphic and more streetwear sign.
What I did
- Drawing the new logo by hand in Illustrator: custom lettering that forms the crocodile’s body.
- Four variations: white on black, black on white, dark green on white, light green on black.
- Four product mockups: T-shirt, cap, sneaker, jogging pants.
- A brand board that brings together the logo, its variations and the applications.