Lacoste Turned Its Trademark Crocodile into 10 Different Endangered Species

The French fashion brand, is partnering with the International Union for Conservation of Nature on a limited-edition line of shirts featuring 10 endangered animals where the crocodile emblem traditionally appears.
  • A few examples include the Javan Rhino, the Sumatran Tiger, and the Burmese Roofed Turtle, and the number of shirts available with each animal corresponds to the species remaining population. For example there are 450 Anegada Ground Iguana shirts in the collection.
  • Brand changing its logo has a huge impact and can be tricky as this is what differentiates one brand from another in a cluttered market like India. So if the logo of a brand is not powerful enough, the brand will not register in the minds of the consumers.
  • There have been instances when getting in a new logo has backfired. This may happen sometimes if the affinity of the brand is too strong with the audience.
  • The old brands are scared of experimenting due to the fear of losing customers as they might hesitate to accept the product or may lose connect with the new logo. In such cases, brands keep close to the familiarity factor and prefer to make minor changes, so as not to offend people easily.
Logos are to brands what tattoos are to anyone of us. Once you’re inked, it’s a painful and risky process to get it off or cover it up that is why when changing a logo, it is important to remember that the logo has to be driven by the brand’s strategy rather than the other way round. If brand-strategy can dictate logo changes, the guarantee of success is much higher than just mere tinkering with the font, colour and tagline.


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