Milano Cortina 2026 — Visual Identity

02 — Strategy

Framework

Four beats that hold the identity together — why the Games exist, where they point, where they stand, and how they behave.

Purpose

Carve out a future full of possibilities.

The Olympic games has always been about the peak of human excellence. It’s about reaching our potential, then breaking the mold. For the 2026 Winter Olympics, those broken boundaries are not just limited to the athletes, but to the entire Olympic experience.

Vision

To the future, through tradition.

The Renaissance never ended in Italy. Leonardo Da Vinci worked in Milan, but the spirit of invention has remained for centuries. In the 20th century, the avant-garde movement of Futurism was founded in Milan, influencing philosophy, art, religion, politics, and more around the world. Our innovation lasts generations, and permeates all borders.

Positioning

Inspired by Northern Italy.

Since time immemorial, the Alps have challenged humanity. We climb its mountains, we ski its snow, we write about its beauty, and we will never stop. The Olympics is the peak of humanity, while the Alps are the peak of nature. Combined, something truly special is bound to happen.

Values

Respect, dynamism, and modernity.

The people of northern Italy value hospitality above all. As the world gathers in Milan and Cortina, we want to instill in them a kindness and respect that they will spread in their homes as well. We want to inspire them with our story and aesthetics, to push their understanding of what’s possible. Not just for themselves, but all of humanity.

03 — The Mark

Anatomy

The mark was drawn, not constructed on a modular grid. What follows names its parts and reports only what can be measured off the master artwork.

01 Alpine Peaks A jagged multi-peak silhouette rises behind and above the numerals, drawn in both colours — the Dolomites read as the mark’s roofline.
02 The Numerals “2” and “6” set in a heavy condensed geometric face and sheared forward, so the pair leans into its direction of travel.
03 The Counter The bowl of the 6 stays fully open — the one piece of pure circular geometry in an otherwise angular mark, and the only knocked-out shape.
04 Speed Trails Tapering horizontal streaks break away from the right shoulder of the 6 and the left foot of the 2, carrying past the letterforms on both sides.
05 Grain & Offset Every fill carries a sprayed grain, and the two colour layers sit deliberately out of register — a mis-registration that reads as motion blur.

Master File

1290 × 810

Mark Bounding Box

452 × 315

Proportion

1.43 : 1

Colour Layers

Every figure above is measured in pixels off the supplied master artwork. No grid module, construction angle, or circle system is claimed for this mark, because none can be verified from the file.

04 — Logo System

Variations

One drawn mark, one drawn lockup. The first three cards below are the same artwork on different grounds — only the fourth is a separate asset.

Primary — Light Ground

Artwork as supplied, on Alpine White #F0F1F0.

Primary — Dark Ground

Identical artwork. The mark is unchanged; only the ground differs.

Mono Treatment

A greyscale render of the primary artwork, for single-colour production. Not a separately drawn asset.

Full Lockup

Mark, Olympic rings and the Milano Cortina wordmark, in its own black-and-red colourway.

05 — Clear Space

Margins

X is defined as one tenth of the mark’s overall width. Nothing — type, image edge, or page trim — enters the field within X of the mark on any side.

X One tenth of the mark’s overall width. The absolute minimum on all four sides.
2X Preferred for posters, venue dressing, broadcast bugs and any hero placement.
— The measurement is taken from the mark’s bounding box, speed trails included. The trails are part of the mark, not decoration around it.

Manifesto

Italy has always moved forward. Speed is in our tradition. Innovation is in our culture. The Olympics are our stage to inspire the world.

06 — Colour

Palette

Milano–Cortina 2026: Games in motion — where natural beauty meets Italian Futurism, celebrating speed, unity, and innovation.

Three colours form the core backdrop, inspired by the Italian Alps. A fourth sits apart as the action and highlight colour. Together they encompass all three flags of Cortina, Milano and Italia.

Cortina Blue #02BFFF Open skies, glacial waters

Alpine White #F0F1F0 Purity, winter atmosphere, clarity of design

Italia Green #1C857D Alpine forests

Milano Red #CE3245 Action and highlight — passion, intensity, athletic drive

Combining natural Alpine tones with red bursts of energy, the palette balances stability and motion — reflecting both Italy’s heritage and the dynamism of the Olympics.

07 — Typefaces

Type

Display / Headline

Futura PT Cond

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*

Geometric · Modern · Progress

Built for impact. Rooted in Italian Futurism. Motion blur applied to push the sense of speed.

Body

Helvetica Neue

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*

Alpine · Timeless · Functional

Swiss made for an Alpine setting. Keeps information clear across all applications.

08 — Super Graphic

Pattern

The key image carries a single diagonal — the Milano red peak cutting across Cortina blue. Cropped to that diagonal and repeated, it becomes the identity's connective tissue: a super graphic that works at any size without ever showing the full mark.

Tiled across Alpine White, the repeat reads as a mountain range rather than a grid. Speed and terrain in the same gesture.