This article discusses the creation of the brand identity for the Olympic Winter Games in Milano Cortina 2026. Raffaella Paniè, the director of brand and identity, explains the design process, the importance of Italian spirit, and the challenges of balancing innovation with tradition.

The Winter Olympics in Italy offers brands a chance to enhance their global status by associating with top athletes. Luxury brands are particularly focused on storytelling and year-round engagement to stand out in a competitive advertising landscape. The event serves as a platform for both fashion and sports, as luxury brands adapt to changing consumer preferences.