Crans-Montana 2027: When an event takes shape

In 1,164 days, Crans-Montana will host the FIS Alpine World Ski Championships for the second time in its history. The Crans-Montana 2027 Association has been meticulously preparing for this event since its inception. This Saturday, November 25, the first tangible elements were unveiled, notably the new visual identity for these World Championships, which was unveiled at a public ceremony in Crans-Montana.

A project as unique as the FIS Alpine World Ski Championships deserves a fitting visual identity. This is why the steering committee launched a competition amongst several Swiss communications agencies to define the visual identity for Crans-Montana 2027. At the end of this demanding process, Octane Communication, a Valais-based agency specialising in graphic design and branding, was selected to present the official logo for the event.

The visual identity for Crans-Montana 2027 is intended to be unifying and dynamic, providing both local and national anchorage. It is made up of three main elements:

  • the logo, which represents a redesigned snowflake. The chevrons symbolise both the influence of a major event and the convergence of all the athletes and nations. Their counterform creates a star, the symbol of Valais;
  • bold, assertive typography which embodies modernity, sport and energy in general;
  • vibrant colours, with the dark blue of the FIS, the light blue symbolising winter and snow, and red to embody sport and passion, and as a direct reminder of the colours of Valais and Switzerland.

"These elements will be dynamic and constantly in motion in order to generate enthusiasm and encourage cohesion", explains Bernard Moix, Octane’s founder and director. "They also have the advantage of being infinitely adaptable, and they offer variations for all the different kinds of media illustrating this brilliant event. The visual impact will be optimal."

Didier Défago, CEO of the FIS Alpine World Ski Championships, is convinced: "As well as being elegant and harmonious, the logo perfectly reflects the values of Crans-Montana 2027. From a technical point of view, it’s a very creative visual that can be easily adapted. A lot of panel members loved it from the minute they saw it."

The audience at the launch event were just as impressed. "Introducing the visual identity represents the first tangible stage of the organisation, and it marks the transition between the bid and the concrete implementation phase. The event is literally taking shape, and we wanted to bring this logo to life and share this step with the whole skiing family", explains Didier Défago.

In line with this new visual identity, the website and all the communications media has been completely redesigned in the event's new colours.