2026 Winter Olympics

A downhill racer dissolved into the slope. Italian Futurism’s force lines, redrawn as snow, speed and light — the single image the whole system hangs from.

Purpose: carve out a future full of possibilities. The Olympics have always been about the peak of human excellence — reaching our potential, then breaking the mould. For 2026 those broken boundaries are not limited to the athletes but extend to the entire Olympic experience.

Vision: to the future, through tradition. The Renaissance never ended in Italy. Leonardo worked in Milan, and the spirit of invention stayed; in the 20th century Futurism was founded there and went on to influence philosophy, art, religion and politics worldwide.

Positioning: inspired by Northern Italy. The Alps have challenged humanity since time immemorial. The Olympics are the peak of humanity, the Alps the peak of nature — combined, something special is bound to happen.

Values: respect, dynamism and modernity. Northern Italy values hospitality above all, and the identity is built to carry that outward.

The mark was drawn, not constructed on a modular grid. The anatomy section names its parts — the Alpine peaks, the numerals, the counter, the speed trails, the grain and colour offset — and reports only what can be measured off the master artwork.

No grid module, construction angle or circle system is claimed, because none can be verified from the file. Clear space is defined as one tenth of the mark’s overall width on every side.

Three colours form the core backdrop, inspired by the Italian Alps: Cortina Blue for open skies and glacial waters, Alpine White for winter atmosphere and clarity, Italia Green for alpine forests. Milano Red sits apart as the action and highlight colour.

Together they encompass all three flags of Cortina, Milano and Italia — natural Alpine tones balanced against red bursts of energy, stability against motion.

Futura PT Condensed for display: geometric, modern, built for impact and rooted in Italian Futurism, with motion blur applied to push the sense of speed. Helvetica Neue for body — Swiss made for an Alpine setting, keeping information clear across every application.

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 pattern 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.

Sixteen sport pictograms built from the same geometric language as the logo, then the system applied across equipment, collateral, apparel and environmental graphics — skis, medals, athlete uniforms, venue entries and broadcast key art.