MILAN (ITALPRESS) – An iconic, dynamic and generative graphic language capable of reaching people’s hearts to unite them in the extraordinary experience of the upcoming Winter Olympics and Paralympics. Milan Cortina 2026 presented the “Look of the Games,” the ultimate expression of the visual identity of the Games, focused on Italian culture and values. A preview to get a taste of the coordinated image that will embrace the territories and venues, which will envelop and guide spectators, athletes, volunteers and all those who will experience the world’s biggest sporting event. “The Look of the Games of Milano Cortina 2026 shows an extraordinary visual language that accentuates the charm of our cities and all the venues of the Games, expressing a new concept of Italian beauty,” says Andrea Varnier, CEO of Fondazione Milano Cortina 2026, “A dynamic visual identity, inspired by our energy, enthusiasm, inclusiveness and talent. It will be instantly recognizable and will be an invitation for visitors from all over the world to discover the new Italian spirit. Our Look of the Games will leave an indelible mark in the history of the Games.” The Look of the Games is not just a design concept, but represents the coordinated image that characterizes each edition of the Games. It reflects the soul, heritage and artistry of the host nation, ensuring that the spirit of the Milan Cortina 2026 Olympics and Paralympics reaches around the world. “The Look of the Games is the result of a creative process that started from the Brand Personality of Milano Cortina 2026, from the concept of a new Italian beauty that reflects the deepest positive qualities of our identity, such as talent,” says Raffaella Paniè, Head of Brand, Identity and Look of the Games at Milano Cortina 2026 Foundation. An idea that is expressed in the pencil stroke of the stylist, the brushstroke of the artist, the conduct of the conductor and the skill of the chef in the kitchen, as well as in the movement and trajectories drawn by the athletes. It is precisely the human gesture that draws the mark behind the visual concept of the Look of the Games: the Foundational Elements. The exploration of the concept of talent leads to the human gesture, the physical expression of talent itself and the common thread that unites the emblem, font and assets of Milano Cortina 2026: all distinctive features of the identity and expression of the sentiments that animate the upcoming Winter Olympics and Paralympics. The Look of the Games will be declined in the facilities and on the slopes, in the cities that will host the Games, as well as in the merchandising and online and offline communication activities of Milano Cortina 2026. It will be that unmistakable image that billions of viewers will recognize on their screens, that fans will perceive on the slopes and in the arenas, and that will accompany the media in recounting the great feats of the best athletes in the winter disciplines. The Foundational Elements represent the heart of the Look of the Games. Five Italian excellences have been chosen to narrate and impersonate them on the social channels of Milano Cortina 2026: Creativity – Dardust (Dario Faini) – Pianist, author and producer; Energy – Bebe Vio – Paralympic Fencing Champion; Imagination – Federico Basso – Comedian and author; Passion – Davide Oldani – Chef; Style – Nicoletta Manni – E’toile of the Teatro alla Scala in Milan. The Pictograms are part of the visual system of the Look of the Games. Following a phase of collaboration with International Federations, 16 Olympic and 6 Paralympic sports Pictograms were designed to reflect the purest form of human gestures, with an authorial, elegant and, at the same time, vibrant and dynamic symbol. – photo Pia/Italpress -(ITALPRESS).
