The New Italian Spirit: Crafting the brand for the Milano Cortina 2026 Winter Olympics

MILAN – They call it 'The New Italian Spirit’ – lo spirito Italiano – and in one year it will be recognizable to the entire world. With its vibrant, dynamic and eye-catching design, the official “Look of the Games” for the Milano Cortina 20206 Winter Olympics was created to capture the essence of Italian culture, creativity, history and talent. “I think we’ve tried to keep things simple,” said Rafael Pineda, head of brand identity for the Milano Cortina 2026 Winter Olympics Organizing Committee. “I think, you know, you find beauty in the simple things. You don’t need to be too complicated and that’s been driving a lot of our brand elements. Simple but also interesting.”

The Emblem: A gesture of simplicity

Simple things like using your finger to write on a frosted window inspired the most distinctive part of the Games’ brand, the emblem or logo. After a first-of-its-kind public vote, the winning emblem design was chosen by voters in more than 150 countries. The logo features the number 26 as if drawn in the snow in what creators described as a “single, spontaneous gesture” to reflect the idea that small gestures can change the world. “This idea of writing the 26 on the window has been important for our font. We developed our own proprietary font on that, enhancing that gesture, and the concept of gesture then came out even more in the “Look of the Games.” So, we’ve really started from one element of the emblem and brought it forward," Pineda said.

Comprehensive visual identity

Pineda and her team are behind more than just the Games’ logo. Everything from designing signs and posters to designing uniforms, podiums, signs, even the Olympic medals and the torch are all part of the “Look of the Games.” Everything visual at the Olympics, at venues, slopes, and shops, will be tied together in one cohesive visual identity with the help of the “Vibes”:

• Energy
• Creativity
• Style
• Imagination
• Passion

The “Vibes” design scheme includes bold colors, dynamic shapes, and curved lines that convey movement, dynamism, and gesture.

Involving the community: Mascots

Italian children also helped create the Games’ look by submitting drawings of potential Olympic mascots. From 1,300 entries, the top two were chosen, and then another public vote was held. Voters were split – 53% for a pair of stoats (a weasel-like animal) and 47% for a pair of mountain flowers. Tina and Milo were born as the official Milano Cortina 2026 mascots, but Pineda and her team decided to incorporate the second-place idea into secondary mascot characters as well. “It was a nice story for the kids to tell them, ‘Yes, it was second place, but your design has still become part of the mascot world’,” she said.

Countdown to Milano Cortina 2026

KSL is spending the week in Italy getting an exclusive, behind-the-scenes look at the venues for the Games the final countdown to the Opening Ceremony. Follow Alex Cabrero as he brings you a sneak peek on KSL TV, KSLTV.com and on Facebook and Instagram. [fb_embed_post href="https://www.facebook.com/AlexCabreroKSL/videos/1601538980726023/" width="550"/]

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