Look of the Milano-Cortina Games

[johnhilly]

Fondazione Milano Cortina 2026 announced Look of the Games for upcoming winter games. 

What do you guys think about that?

Edited November 8, 2024 by Sir Rols

[johnhilly]

We get some glimpses into pictograms too

[johnhilly]

 

New Pictograms, ladies and gentlemen!

[Guilga]

The lines remind me of Rio 2016, in a good way. Nice combo of lines with oil paint.

[Bear]

The lines are a little bit randomly drawn, but I vibe with it. Colors are real nice too, and the pictograms are cool as well

[Ikarus360]

Not a fan of it. Feels very rushed and uninspired. Even blander than Beijing's

But at least the pictograms look very nice.

[Cyriln]

 

[yoshi]

Looks nice. Doesn't make up for the dull logo or awful font though. 

(Also between this and the colours of the logo (which do improve it) they're clearly going for a Northern Lights theme... in the Alps. Seems quite odd)

[baron-pierreIV]

The pictograms are nice -- but insofar as the "Look", I hardly saw anything distinctive.  So far, I prefer Torino 2006's "Look" palette than this one.  

[johnhilly]

I'm intrigued how they integrate those line pictograms into Look of the Games, doesn't really look polished enough yet imo

[Sir Rols]

8 hours ago, Ikarus360 said:

Not a fan of it. Feels very rushed and uninspired. Even blander than Beijing's

But at least the pictograms look very nice.

Yeah. Serviceable, but bland. Not a patch on Torino’s. Maybe it’ll lift a bit depending how the arena colouring is applied IRL.

Pictos are okay. 

Edited November 8, 2024 by Sir Rols

[Rei]

[baron-pierreIV]

It's all swirly-swirly mushy stuff.  So far, it's a D from me.  Doesn't give at all a feel for Italy.  

[Ikarus360]

20 hours ago, Rei said:

Its not a bad look per se, but it still feels very corporative and uninspired, like i said. Also, much like logos, looks are suppossed to say something about the event or the host country, but this just looks like the graphic brand of some random consulting firm.

Torino brand on the other hand was nearly perfect because not only it was well placed in the venues and had a great combination of colors, but it made you know where the event was being held. While I said Beijing was bland too, at least in 2022 you could see the snow mountains and the Great Wall (to an extent) in it.

Its funny how we're seeing the oppossite of Torino in Milano/Cortina's look (Torino having an outstanding Look but godawful mascots and 2026 having a very meh Look but imo very good mascots)

[PikyoK]

I love it! Love how the visual identity and pictograms look consistent. It's got an athletic tone to the games thanks to the fluro colours. I somehow trace my mind back to the visual identity for Torino 2006. You could argue that it's a refined or reimagined 2006 visual identity for 2026.

[Rei]

On 11/9/2024 at 9:05 AM, Ikarus360 said:

Its not a bad look per se, but it still feels very corporative and uninspired, like i said. Also, much like logos, looks are suppossed to say something about the event or the host country, but this just looks like the graphic brand of some random consulting firm.

Torino brand on the other hand was nearly perfect because not only it was well placed in the venues and had a great combination of colors, but it made you know where the event was being held. While I said Beijing was bland too, at least in 2022 you could see the snow mountains and the Great Wall (to an extent) in it.

Its funny how we're seeing the oppossite of Torino in Milano/Cortina's look (Torino having an outstanding Look but godawful mascots and 2026 having a very meh Look but imo very good mascots)

That's basically the tale fo these two cities.

[fusilli]

Nice scrawls.  Pictos look nearly like fashion sketches. Wonder if they are hand made or just AI creation. 

[Rei]

Pictograms and Look.

[Ikarus360]

Some recent pics of the recent one year countdown events where we can already see some early usage of the Look.

Unipol Forum video showing early usage of the brand:

https://www.instagram.com/milanocortina2026/reel/DGQHkV1o61B/

Some photos:

Use in Lounges

 

 

[baron-pierreIV]

On 11/14/2024 at 6:40 AM, Rei said:

Pictograms and Look.

Amateurish.  Rather weak.  

[Citizen-Seth]

I suppose I'm in the minority, but I quite like it. Seems to have as much potential as Paris and even more than recent offerings from Beijing, Tokyo, and PyeongChang.

[Rob2012]

13 hours ago, Citizen-Seth said:

I suppose I'm in the minority, but I quite like it. Seems to have as much potential as Paris and even more than recent offerings from Beijing, Tokyo, and PyeongChang.

I think the Look is fine. But no more than fine.

But then again, I'm in a minority who likes the logo for these Games!

Edited March 7, 2025 by Rob2012

[cfm Jeremie]

As Ikarus pointed out, my main regret about the look is that it doesn't say anything about the Games being in Milano-Cortina nor in Italy for that matter...

In this respect, Torino's look, based on the piazza, was more distinctive.

But no doubt it will work and provide nice images.

[Michelle]

On 11/7/2024 at 3:12 PM, johnhilly said:

 

New Pictograms, ladies and gentlemen!

I quite like the minimalist aesthetic. The single-line, white-on-blue design is very contemporary and visually appealing. It avoids clutter and effectively conveys the essence of each sport. Id also say it has a unified style, the overall style creates a cohesive and professional look for the entire set. 9/10.

[Michelle]

I haven't been this excited for a winter games since .. 2010.