Raffaella Paniè, the director of brand identity for the Olympic and Paralympic Winter Games Milano Cortina 2026, emphasizes the importance of balancing modern design with Italy's rich heritage. Her team manages various aspects of the event's visual identity, including the mascot, medals, and torch. Each element presents unique challenges, especially the mascot, which originated from a child’s drawing that needed to be adapted for a broader audience. The medals, created entirely in-house, reflect a strong sense of pride in their design process. Paniè describes the brand identity as embodying "Italian spirit," and aims for a look that is vibrant, dynamic, and contemporary. After launching the logo, the team realized they needed clearer structure, guiding their design choices. They consistently ask if new designs align with these principles. The team's approach also involves simplifying complex ideas, as seen in the torch and medal designs, where they often remove unnecessary elements to achieve a clean and functional aesthetic. The design process is iterative. Each step builds on the previous one, with the brand personality serving as a compass for decision-making. The challenge lies in creating something fresh while nodding to the past. For example, recent graphic design elements reflect a contemporary take on Italy's design legacy, blending historical influences with modern flair. The design philosophy aims to create a cohesive narrative that celebrates the games' festive spirit while remaining true to Italian design values.