Lacoste's Limited-Edition Logo Play: From Croc to G.O.A.T.
- Raffles Jakarta
- Sep 17, 2025
- 4 min read
Updated: Nov 24, 2025
Logos, enduring symbols of the fashion industry, are more than just pictures that help people remember a brand; they are also cultural symbols, emotional anchors, and marketing tools that can last for generations. Logos, such as the Nike swoosh and the McDonald's golden arches, are among the most recognizable brands globally. They shape memory and loyalty for decades, providing a stable foundation in the ever-changing world of fashion.
In 2025, Lacoste made a bold move that reverberated throughout the fashion world. They temporarily replaced their iconic crocodile logo with a goat in a special capsule collection. The crocodile, a symbol of the brand since the 1930s and linked to founder René Lacoste's nickname, was playfully transformed into a goat, utilizing the 'G.O.A.T.' (Greatest of All Time) concept popular in sports, music, and pop culture. This strategic marketing move sparked conversation and demonstrated the brand's innovative spirit. The crocodile is still Lacoste's official logo, but this change isn't permanent. It showcases a trend in fashion marketing: limited-edition logo changes that spark conversation without compromising the brand's history.
When Logos Change Brands: There are many times in history when logos changed for good or were playfully changed:
Burberry: In 2018, the British house changed its knight-and-banner crest to a simple sans-serif wordmark under Riccardo Tisci. This change got both praise and criticism. Daniel Lee brought back elements of heritage in 2023, demonstrating how cycles of identity can breathe new life into old things.
Yves Saint Laurent: Hedi Slimane's decision in 2012 to change the name of "Yves Saint Laurent" to "Saint Laurent Paris" made the logo simpler, but it also sparked debates about tradition versus modernity.
Gucci: Instead of making significant changes to their designs, Gucci has used logo play, like putting big double-Gs on belts and working with Disney characters in ironic ways. This shows how creative reinterpretations can keep a brand alive.
Balenciaga: Their simple 2017 wordmark was the perfect example of luxury minimalism, which fit with Demna's streetwear style.
Both Adidas and Nike have relied on the three stripes and swoosh to the point where the symbol alone tells you what the brand is.
The Pros and Cons of Changing Logos
Changing a logo can make things feel new, but it can also turn off loyal customers:
Gap: People hated its 2010 redesign, which had a Helvetica wordmark inside a blue square, so it was taken down within a week.
Tropicana: A new logo and packaging in 2009 cost PepsiCo $30 million in sales in just two months before going back to the old design.
Pepsi has had more than ten major redesigns, while Coca-Cola has kept chiefly its script logo the same. This is an example of stability vs. reinvention.
Lacoste avoids the problems of being different by keeping its crocodile and trying out the goat. Instead, it uses cultural relevance, a marketing strategy that leverages current artistic trends and references to connect with the target audience. The capsule is as much a story about marketing as it is a product drop.
Understanding the dynamics of logo changes in the fashion industry is Crucial for fashion marketing professionals. This article provides valuable insights into the strategic and cultural implications of such changes, empowering readers to make informed decisions in their roles.
Logos have semiotic power, a term that refers to the ability of symbols, such as logos, to convey meaning beyond their literal interpretation. They stand for identity, quality, and community. If you work in fashion marketing & management, it's essential to know when to retain a logo and when to update it, whether temporarily or permanently. Students who want to work in fashion marketing need to consider more than just the appearance of a logo. They also need to consider how it affects culture, finances, and people's minds. We teach students how to master these dynamics in the Fashion Marketing & Management program at Raffles Jakarta. Our program equips future leaders with the skills they need to balance heritage and innovation, from deciphering the meanings behind famous logos to devising strategies for brands to remain relevant in a constantly evolving culture.
Arman POUREISA
Marketing Manager
Business Management Lecturer
Raffles Jakarta
References
Burberry. (2018). Burberry unveils new logo and monogram by Peter Saville. Burberry Press Release.
Business of Fashion. (2023, March 1). Daniel Lee brings back Burberry’s heritage symbols. https://www.businessoffashion.com/
Coca-Cola Company. (2022). History of the Coca-Cola logo. https://www.coca-colacompany.com/
Famous Campaigns. (2025, August). Lacoste swaps its croc for a goat in tribute to Djokovic. https://www.famouscampaigns.com/2025/08/lacoste-swaps-its-croc-for-a-goat-in-tribute-to-djokovic/
Gap Inc. (2010, October 12). Gap to revert to iconic blue box logo. Gap Press Release.
Lacoste. (2025). Lacoste introduces G.O.A.T. logo for limited capsule collection. https://www.lacoste.com/
Statista. (2024). Global brand value of Nike and Adidas from 2016 to 2024. https://www.statista.com/
Tropicana. (2009, February 23). Tropicana pulls redesign after consumer backlash. The Guardian. https://www.theguardian.com/
Vogue Business. (2019, September 9). Logo mania: How luxury brands are playing with their icons. https://www.voguebusiness.com/
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