CBC Milano Cortina Winter Olympics

CBC Sports developed a graphics package for the 2026 Winter Olympics in Milano Cortina that blended Milan’s modern design with Cortina’s alpine setting while reinforcing the broadcaster’s evolving brand system.

The creative team relied on layered color, pattern and motion, and reduced the use of athlete imagery in show opens to avoid redundancy and last-minute changes tied to injuries. Opens shifted to six- to seven-second sequences packed with visual detail to maintain impact within shorter runtimes.

CBC blends Canadian heritage with Italian notes in Olympics graphics package

The package centered on CBC’s gem icon, with a custom snowflake built from its geometric shapes that collapsed into the CBC logo to connect winter imagery with network branding. Designers incorporated Italian references, including architectural arcs, blue tones inspired by the national football team and a recurring Vespa motif, alongside a gold ring element that nodded to the Olympic rings. The system continued a Native American pattern first used in 2024, presented with increased vibrancy.

The visual framework supported English and French versions, as well as shared assets for TSN and Sportsnet, and extended to specialized feeds such as curling streams and Inuktitut hockey broadcasts. CBC produced the package in under a year with a small internal team, maintaining consistent execution across broadcast, streaming and marketing platforms.