2024-11-07 21:05:00
As the countdown becomes more present, the Milan-Cortina 2026 Organizing Committee unveiled this Thursday, November 7, 2024 the « Look of the Games » as well as sports pictograms. A presentation that comes in fact strengthen the visual identity of the next edition of the Olympic and Paralympic Winter Games.
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Acombining tradition and modernity, historical imprints and the desire to move forward towards a more sustainable future. Since his candidacy and even more so in light of the preparations for organizing the Games, Milan-Cortina 2026 intends to renew the brand image of Italy as a territory for major sporting events.
From the very concept of the 2026 Olympics, the transalpine organizers had in their own way proposed to ” to break “ the model codes of the largest winter sports event in the world.
Spread over three Regions – Lombardy, Trentino-Alto Adige and Veneto – the 2026 Games will take place in various locations and under a banner expressly referring to an alliance of territories, while the name of the Host of the Games was until now confined to one city. Beyond sporting competitions which will find expression in a proliferation of sites, the Opening and Closing Ceremonies will also thrill spectators and viewers in an anthology of places.
A way to show the diversity of the transalpine territories and their expertise in the field of winter sports. It is also a way of offering the world a new experience of Italy.
Today, the organizers of Milan-Cortina 2026 are pushing the cursor a little further in this enterprise of seduction and communication.
View of the « Look of the Games » of Milan-Cortina 2026 (Crédits – Milan Cortina 2026)
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For his « Look of the Games » – revealed this Thursday, November 7, 2024 – Milan-Cortina 2026 has thus chosen to develop a strong and dynamic graphic language finding its inspiration in Italian culture of course, in the human gesture and bodily expression of the competitors who will tread the ski slopes and the ice rinks in a little over a year.
Through shades ranging from green to blue, including pink and purple, or even yellow and orange – which is reminiscent of the flagship colors of the “Look” of the Paris 2024 Games – the Italian winter edition draws curved lines and circles to create a repeating movement that ultimately envelops the Games, the athletes and their supporters.
As explained by Andrea Varnier, Director General of the 2026 Games Organizing Committee:
The Milan-Cortina 2026 Games Look shows an extraordinary visual language that accentuates the charm of our cities and all Games venues, expressing a new concept of Italian beauty.
It is a dynamic visual identity, inspired by our energy, enthusiasm, inclusiveness and talent.
The Look of the Games will be immediately recognizable and will be an invitation to visitors from all over the world to discover the new Italian spirit. Our image of the Games will leave an indelible mark in the history of the Games.
Like the symbol of the five Olympic rings, five founding elements have been identified to dictate the deployment of the « Look of the Games » in the run-up to the 2026 Games.
And as if to bring this to life « Look » and to these elements, Milan-Cortina 2026 has decided to mobilize five Italian figures who will therefore have the role of ambassadors of the visual identity of the transalpine edition which will mark the return of the Games to the peninsula for the first time since Turin 2006.
For the CreativityMilan-Cortina 2026 has thus chosen to surround itself with Dardust, a famous author, composer and producer aged 48 and who is particularly renowned for his work in the world of electronic music.
The organizers of the Games have chosen to mobilize one of the most popular Italian sportswomen to embody theEnergynamely Bebe Vio, a 27-year-old five-time Paralympic fencing medalist, model and social media icon.
For theImaginationMilan-Cortina 2026 trusts the 49-year-old actor, author and humorist, Federico Basso.
The renowned Milanese chef, creator of « cuisine pop »Davide Oldani (57 years old) will symbolize the Passion.
Finally, Nicoletta Manni (33 years old), « Prima Ballerina » of the mythical Scala of Milan, is promoted by the organizers of the Games to embody the Style Italian style.
Beyond their respective journeys, these five exceptional ambassadors ultimately illustrate the idea carried by Milan-Cortina 2026 to evoke sometimes the movement of the conductor or the chef, sometimes the stroke of the stylist’s pencil, the brushstroke of the artist, or the trajectories taken by the athlete.
As summarized by Raffaella Paniè, Head of Brand, Identity and Look for the Milan-Cortina 2026 Games:
The Look of the Games is the result of a creative process that started from the personality of the Milano Cortina 2026 brand, from the concept of a new Italian beauty that reflects the deepest positive qualities of our identity, such as talent.
Vibes, the heart of the Look of the Milan-Cortina 2026 Games (Credits – Milano Cortina 2026)
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If the colors which will adorn the sports venues of the 2026 Olympic Games obviously constitute an essential marker in the constitution of the visual identity of the event, the Organizing Committee also took care to present another determining marker which also allows place the Games in its time and in the history of the global event.
With a fluid line and as if drawn in chalk, 16 pictograms have been created here to display the Olympic sports and 6 others have been developed for the para-sports which will soon be installed on the Games sites.
The Olympic and Paralympic pictograms of the Milan-Cortina 2026 Winter Games (Credits – Milano Cortina 2026)
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The upcoming 2026 Winter Games in Milan-Cortina are set to be a celebration of Italian culture and creativity, marked by a distinctive visual identity that embraces both tradition and innovation. As part of their promotional efforts, the organizing committee has enlisted five prominent Italian figures as ambassadors, each representing key themes of the event:
1. **Creativity** – Dardust, a renowned electronic music composer and producer, embodies the innovative spirit of the Games.
2. **Energy** – Bebe Vio, a celebrated Paralympic fencer and social media influencer, symbolizes the vitality and determination of athletes.
3. **Imagination** – Federico Basso, a popular actor and humorist, represents the whimsical and creative aspects of the Games.
4. **Passion** – Davide Oldani, a chef known for his “cuisine pop” style, illustrates the culinary arts and enthusiasm for Italian gastronomy.
5. **Style** – Nicoletta Manni, the prima ballerina of La Scala in Milan, epitomizes the elegance and fashion synonymous with Italian culture.
Together, these ambassadors reflect the multifaceted nature of the Games, capturing elements of movement, artistry, and national pride. The branding of Milan-Cortina 2026 seeks to encapsulate a “new Italian beauty,” as expressed by Raffaella Paniè, the Head of Brand, emphasizing talent and positive identity.
In addition to these figures, the Games will feature a new visual language through 22 pictograms (16 for Olympic sports and 6 for Paralympic sports), designed with a fluid, chalk-like aesthetic to resonate with both the contemporary and historical significance of the event.
Milan-Cortina 2026 aims to present an engaging and vibrant spectacle that highlights the spirit of Italy while welcoming the world to experience its rich cultural heritage.
