we receive e we publish the following press release from Milan-Cortina 2026.
An iconic, dynamic and generative graphic language, capable of reaching people's hearts to unite them in the extraordinary experience of the next Winter Olympics and Paralympics. Milan Cortina 2026 ha Look of the Games presented, the maximum expression of the visual identity of the Olympic and Paralympic Games, focused on Italian culture and values.
A preview for savor the coordinated image that will embrace the territories and the venues, that will envelop and guide the spectators, the athletes, the volunteers and all those who will experience the greatest sporting event in the world.
“The Look of the Games of Milano Cortina 2026 displays a stunning visual language that accentuates the charm of our cities and all the venues of the Games, expressing a new concept of Italian beauty,” says Andrea Varnier, CEO of Fondazione Milano Cortina 2026. “A dynamic visual identity, inspired by our energy, enthusiasm, inclusiveness and talent. It will be immediately recognizable and will be an invitation for visitors from all over the world to discover the new Italian Spirit. Our Look of the Games will leave an indelible mark on the history of the Games.”
The Look of the Games it's not just a design concept, but represents the coordinated image that characterizes each edition of the Games. It reflects the soul, heritage and art of the host nation, ensuring that the Spirit of the Olympics and Paralympics of Milan Cortina 2026 reaches the entire world.
“The Look of the Games is the result of a creative process that started from the Brand Personality of Milano Cortina 2026, from the concept of a new Italian beauty that reflects the deepest positive qualities of our identity, such as talent,” says Raffaella Paniè, Head of Brand, Identity and Look of the Games of Fondazione Milano Cortina 2026.
An idea that is expressed in the pencil stroke of the stylist, in the brush stroke of the artist, in the conduct of the orchestra conductor and in the skill of the chef in the kitchen, as well as in the movement and trajectories drawn by the athletes. It is precisely the human gesture that traces the sign at the base of the visual concept of the Look of the Games: the Founding Elements.
The exploration of the concept of talent leads to the human gesture, physical expression of talent itself and common thread that unites the emblem, the font and the assets of Milano Cortina 2026: all distinctive traits of the identity and expression of the feelings that animate the next Winter Olympics and Paralympics.
Il Look of the Games will be used in the facilities and on the slopes, in the cities that will host the Games, as well as in the merchandising and online and offline communication activities of Milano Cortina 2026. It will be that unmistakable image that billions of spectators will recognize on their screens, that fans will perceive on the slopes and in the arenas, and that will accompany the media in recounting the great feats of the best athletes in the winter disciplines.
The Foundation Elements of the Look of the Games
- Foundational Elements represent the heart of the Look of the Games. Five Italian excellences have been chosen to tell their story and embody them on the social channels of Milano Cortina 2026:
- Creativity – Dardust (Dario Faini) – Pianist, author and producer;
- Energy – Bebe Vio – Paralympic fencing champion;
- Imagination – Federico Basso – Comedian and author;
- Passion – Davide Oldani – Chef;
- Style – Nicoletta Manni – Étoile of the Teatro alla Scala in Milan.
Olympic and Paralympic Pictograms
I Pictograms are part of the visual system of the Look of the Games. Following a phase of collaboration with the International Federations, 16 Pictograms of Olympic sports and 6 of Paralympic sports have been designed.
Inspired by the movement and talent of athletes, the Pictograms of Milano Cortina 2026 They were conceived to reflect the purest form of human gestures, with an authorial, elegant and, at the same time, vibrant and dynamic symbol.
MILAN CORTINA 2026 FOUNDATION
THEgoal of the Milano Cortina Foundation 2026, in agreement with the International Olympic Committee (IOC), the International Paralympic Committee (IPC), the Italian National Olympic Committee (CONI), the Italian Paralympic Committee (CIP), the Cities of Milan and Cortina d'Ampezzo, the Veneto Region and the Lombardy Region, the autonomous Provinces of Trento and Bolzano, is to plan, organize, finance and realize the Olympic and Paralympic Winter Games in Milan Cortina in 2026. Established on 9 December 2019, the Milano Cortina 2026 Foundation is led by President Giovanni Malagò and CEO Andrea Varnier.
