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In the summer of 2026, Lacoste officially launched a comprehensive overhaul of its brand identity system. Eschewing radical alteration, the French label is instead focusing on standardizing its core values to cement its status as a heritage "Maison" for a new era. Lacoste's new brand identity Logotype: Boldness Through Differentiation Amidst an industry-wide shift toward minimalist, sans-serif typography, Lacoste is charting a contrarian course by reclaiming the serif typefac