As a project for an undergraduate typography course, I explored theoretical branding for the 2026 winter Olympic games in Milano-Cortina.
Branding
Creating a versatile, strong, welcoming visual identity.
Milan is known for its established fashion and arts scene, while Cortina d'Ampezzo has hosted an Olympic Winter Games in the past and is known for being a popular ski destination. I aimed to create branding that embraced the dynamic culture of Milan, classic feel of Cortina d'Ampezzo, and the distinctly strong, uniting reputation of the Olympics. Like many other previous Winter Olympic brand identities, I used angular forms and cool colors to distinguish the winter games from the summer games.
Dynamic, Distinct, Classic
Logo: The logo's angular form initially reads as a snowflake, making it clear that this is the Winter Olympics. Upon second glance, the form also represents a top-down view of the olympic torch, a commonly seen architecture form in Milan, a top-down view of a mountain, and different parts/people coming together in unity. The blues are bold, confident, and cool, while the gold adds warmth and excellence.
Pictograms: Empty spaces and pieces of the logo are combined to create pictograms: symbols that quickly convey sports of the winter games at a glance.
Poster
Translating an angular identity to a dynamic poster.
Poster: The pictograms are pulled in as athletes in the poster, traveling on dynamic roads through Milano-Cortina and the Olympics. The inner pieces of the primary logo have been repeated to create a subtle, textural background pattern.
Event Graphics
Creating clarity and an immersive, consistent experience for event attendees.
Event tickets.
Badges for athletes, coaches, and staff.
Tote bag to be purchased as a souvenir.
Wall mural.
Website
Creating excitement and an easy-to-navigate introduction to the games.
Website exploration.
Learnings
Branding at a large-scale event, across multiple touchpoints.
Compared to previous design projects, this exploration was challenging to work through conceptually because of the scale and iconic reputation of the Olympic Games. I wanted to represent the cities holistically, but maintain clarity to minimize attendee confusion in functional design materials. Although I am happy with how the branding conveys the strength of the Games in a functional, dimensional way, upon reflection, I aim to be more bold in incorporating distinct visual elements in my brand work. In continuing this exploration, I would incorporate language accessibility to improve functionality.
