“Vibes” as the Visual Identity of Milano Cortina 2026
written by Dhanurendra Pandji
Italy is gearing up to host the grand celebration of the Olympic and Paralympic Winter Games 2026, which will take place across the cities of Milan and Cortina. Inspired by the concept of “Vibes”, the visual identity of Milano Cortina 2026 brings forth a sense of energy and vibrancy that is presented in a distinctly Italian style. Raffaella Paniè—who also led the visual identity of the Torino 2006 Olympic Games—returns as the head of Brand, Identity and Look of the Games for Milano Cortina 2026. In line with the event’s theme, “The New Italian Spirit,” Paniè describes the visual concept as a creative process that reflects the essence and positive values of a redefined Italian aesthetic.
The “Vibes” identity draws inspiration from Italy’s avant-garde traditions in art and architecture, echoing the work of iconic figures like Lucio Fontana, Carlo Mollino, Max Huber and Ettore Sottsass—artists known for translating abstract ideas into visual form. The graphic elements embody five key values: energy, creativity, style, imagination and passion. This visual identity spans all visual assets, including competition venues, backdrops, uniforms, logos, mascots, typography, and pictograms. To represent these values, the organizers collaborated with notable Italian figures: pianist and producer Dario Faini for Creativity; Paralympic fencing champion Bebe Vio for Energy; comedian and writer Federico Basso for Imagination; chef Davide Oldani for Passion; La Scala’s Ètoile Nicoletta Manni for Style.
The creative vision for the Milano Cortina 2026 Olympic and Paralympic Winter Games captures expressive gestures that reflect Italian talent, movement and artistry. In late November 2024, the official Look of the Games was unveiled and featured bold, bright, and dynamic forms. The design system is built around four core elements: markers inspired by human movement, curved shapes that evoke motion, intersecting straight lines that enhance dynamism and a soft white blur reminiscent of snow and winter. Together, these elements form a cohesive visual approach that merges the heritage of Italian aesthetics and the present-day Olympic spirit.
This approach is evident in the 16 Olympic and 6 Paralympic pictograms, which depict the motion of each sport through the flowing white lines that overlap one another. Instead of focusing on human figures, the emphasis is placed on the rhythm and dynamics of movement. The custom typeface “The Milano Cortina 2026” also contributes to this theme, with organic strokes and slanted angles that suggest a choreography between spontaneity and flow.
The official logo of Milano Cortina 2026 features the number “26,” appearing as if traced by a finger on a foggy surface—conveying a movement that is natural to the winter seasons. This design was selected through a public voting process that began after its introduction during the 71st Sanremo Music Festival on March 6, 2021. The two finalists, “Dado” and “Futura,” were shortlisted from approximately 30 initial concepts developed by Landor- a WPP company-, commissioned by the organizing committee. With around 871,000 votes submitted from 169 countries, “Futura” won by a significant margin of 75 percent.
“Vibes” offers a foundation for the creation of Milano Cortina 2026’s strong and comprehensive visual identity, paying homage not only to the excitement of competitive sports, but also to Italian culture and creativity. The official motto, IT’s Your Vibe, forms part of this broader identity. For the first time in Olympic history, the motto is not just a symbolic phrase but a flexible communication system that can be adapted to different sports, locations and participants. The Olympic Winter Games will take place from February 6 to 22, 2026, followed by the Paralympic Winter Games from March 6 to 15, 2026.
