Torino 2006 – Look of the Games (La Piazza)

Designer: Elise Thomason/Iconologic


Without the Look of the Games, Olympic Games are unthinkable today. It gives the Games their visual identity: in front of, at and in the competition venues, in the city, on the uniforms of the participants and volunteers, on the tickets, etc. The key word underlying the concept of the Look of the Games in Turin is “la piazza”. La piazza is italianità par excellence: to be together and meet outside with food, drink and conversation, culture and music. As a meeting place, the piazza is synonymous with the Olympic Games: the place where the Olympic family meets regularly for their sports competitions. For the first time in Olympic design history, the three-dimensional Look appears in Turin. Its main graphic features are transparency, the targeted use of perspectives and contrasts, for example day – night, city – mountains, ice – snow. In order to give the piazza a certain depth, the designers used graphic elements of arches and arcades, which they depicted in perspective. They reanimated an art form that Italian artists such as Filippo Brunelleschi (1377–1446), Leon Battista Alberti (1404–1472), Masaccio (1401–1428) and Piero Della Francesca (1416–1492) had already invented or applied in the early Renaissance. The transparency of the graphic elements made it possible to merge colours and create nuances reminiscent of the varied Italian landscape, which made the Torino 2006 Olympic Winter Games’ Look of the Games very contrasting in every respect: day and night live thanks to their colours and light; city and Alps are each reflected in straight lines and natural curves. Red is the colour of passion, while blue shades stand for snow and ice.