Above the Olympic rings and the words “Milano Cortina 2026”, the number 26 appears as if lightly traced by a finger in the snow in a single, spontaneous gesture, reflecting the idea that the smallest, most natural gestures can change the world. Such gestures, day after day, can lead to great victories, in sport as in life. With its dynamic, modern and elegant style, the emblem evokes a sustainable, inclusive future without discrimination or barriers of any kind – a victory for all.

On 6 March 2021, on the final night of the 71st edition of the Sanremo Music Festival, Olympic champions Federica Pellegrini and Alberto Tomba unveiled “Dado” and “Futura”, the two potential Milano Cortina 2026 emblems. The two shortlisted designs had been selected from among some 30 initial concepts developed, at the request of the Organising Committee, by Landor, part of the WPP Group. An online public vote was held over the following weeks, and the winning design was announced on 30 March 2021. “Futura” was chosen with around 75 per cent of the 871,566 votes cast from 169 countries.