The visual branding of the Milano Cortina 2026 Olympic and Paralympic Winter Games is designed to reflect Italy’s rich culture, moving beyond traditional sports narratives to embrace art, design, and sustainability. Raffaella Paniè, who oversees the branding, shared insights in an interview with Federico Giannini about how the Games aspire to create a unique identity that resonates with both athletes and spectators.
As the Olympics approach, anticipation builds for an event that will celebrate 20 years since Italy last hosted the Winter Games in Turin 2006. The Milano Cortina Games are establishing a coherent narrative through art and design, with a distinct visual identity showcased across various mediums—including medals, pictograms, and promotional materials. Paniè emphasized the intention to highlight a deeper cultural beauty and humanity, rather than falling back on typical stereotypes of Italian image.
One innovative aspect of the Games’ branding is the unique “Milano Cortina” font, crafted to add warmth and character to the event’s overall identity. The design process includes feedback from established artistic communities, focusing on showcasing emerging artists under 40 through official art posters, thus engaging the younger generation in this monumental event.
Paniè also highlighted the importance of storytelling through design, citing elements such as the Olympic flashlight and medals, which embody both function and artistic expression. The goal is to ensure that these symbols not only serve practical purposes but also convey the spirit of the Games and the beauty of Italy.
Sustainability plays a crucial role in the event’s production, with a strong emphasis on eco-friendly practices. The medals and flashlights will be crafted using materials from sustainable sources, ensuring that environmental considerations are front and center in the design process.
Amid challenges and raising expectations, the team remains focused on creating a memorable experience for all involved, hoping that the “vibes” cultivated during the Games will resonate with participants and audiences long after the event concludes. They envision a legacy where everyone leaves with a personal interpretation of their experiences, contributing to a collective memory of positivity and community spirit surrounding the Milano Cortina Games.
The outlook for the Milano Cortina Games is promising, with its unique blend of artistic vision and commitment to sustainability setting a new standard for future Olympic events.