Milan 2026

Designing a recognisable brand concept for a distinctively iconic and creative Winter Olympics

The Olympic and Paralympic Winter Games in 2026 will be hosted in the Italian cities of Milan and Cortina d'Ampezzo
© 2021

Designing a brand concept for the Winter Olympics

I have always loved the Olympics. From its scale and organisation through to the sports and competition, I have been addicted since I watched my first full games on television back in 2000 and 2002. I was even lucky enough to get up close and personal with an Olympiad when I worked on the games in 2012. Throughout, to keep my passion for the games alive, I've been an avid follower of the Gamesbids forums - dedicated to everything about the Olympics. Every year they host a design competition - and this years was for the upcoming Milan-Cortina games in 2026. This is the concept I put together as an entry.

Inspired by the simplicity of Italian design

The mark is designed to portray the Italian mountains and is made out of two interlocking 'm' shapes - representing Milan, the most internationally recognisiable name of the two host cities. Forming three triangles, the shape also geographically depicts Milan on the left and Cortina higher up on the right. Paired with Jack Usine's Vidange Pro which brings the same distinctive lines of the mark into its typography. The colours drawn from the Italian flag - are accompanied by the Olympic and Paralympic motifs.

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