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Lacoste’s Iconic Crocodile Logo Gets Unexpected Squiggly Makeover
By Anthea Quay, 19 Jul 2013
To celebrate the brand’s 80th anniversary, Lacoste commissioned Peter Saville to create limited edition polo shirts.
The graphic designer decided to take on the brand’s iconic crocodile logo, and make it the focal point of his ‘Holiday Collector’ series—recreating it with squiggles, rough outlines, dots, lines and the likes.
His “experiment with brand culture”, according to Design Week, concluded with 80 unique yet absurd redesigns of the brand’s crocodile logo—which were embroidered in green on 80 male and 80 female shirts.
Though the shirts were not donned with Lacoste’s signature logo, they were still recognizably belonging to the brand—with the small green patch on the chest against the white shirt—proving that the brand identity is strong with the product.
“They still look like Lacoste shirts even if they don’t have a crocodile on them,” Saville told WWD. “It’s about requisitioning the mainstream to translate an idea that is not about selling.”
[via Design Week and WWD]
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