For the second time in its history, Crans-Montana will host the FIS Alpine World Ski Championships. An event that the Crans-Montana 2027 Association has been meticulously preparing for since its creation. On Saturday, November 25, 2023, the first tangible elements took shape, including the new visual identity of these World Championships, which was unveiled at a public ceremony in Crans-Montana.
Important milestones had already been set since the announcement of the FIS Ski Slpin World Championships 2027 by the FIS (International Ski Federation) in May 2022 : active since January 1, 2023, the Crans-Montana 2027 Association is the organizer of the 2027 World Championships. It is made up of Swiss-Ski members and representatives of local entities (notably the Communes, the ski lifts and the Canton of Valais). Its Board of Directors, chaired by Urs Lehmann, defines the strategic vision, while Didier Défago (General Manager) and Daniel Bollinger (Director of Operations) are responsible for operational management.
Successful inspection
In the summer of 2023, the piste Nationale obtained its re-homologation, a prerequisite for hosting international competitions. Used in 1987 for men’s events, then for World Cups until 2012, it will host men’s competitions as well as giant slaloms in 2027. For this to happen, various technical and safety aspects need to be updated to comply with current regulations. Numerous visits and inspections have enabled us to define the work to be carried out between now and 2027.
In October 2023, a resized project for the finish area was put out to public inquiry. In close collaboration with the organizing committee, the municipalities of Crans-Montana have drawn up a project for the complete renovation of the existing finish building, while at the same time creating a major underground car park/warehouse. By upgrading the existing building, reducing the impact on the ground and meeting FIS requirements, the project is perfectly suited to the annual World Cup events, and will be supplemented by temporary infrastructure for the World Championships.
The great strength of the Crans-Montana 2027 project is that it brings together all the skills needed to stage an event of this scale, thanks in particular to Crans-Montana and Swiss-Ski.
Real know-how
On the one hand, Crans-Montana. The destination has a long tradition of organizing international events, particularly in skiing, with annual World Cups and European Cups. This experience is now being enhanced by a new challenge. “« The team in place for the World Cups has repeatedly proved its know-how, and I feel it is highly motivated to continue the adventure with a view to the World Championships. They are the backbone of the organization, and I’m looking forward to honing our skills together in preparation for this unique event »”, says Didier Défago.
Secondly, Swiss-Ski. The national ski federation’s resources are substantial, as is its desire to put them to good use for event organizers. “« In order to make the best possible use of the synergies between the federation and the various events, and to encourage the long-term promotion of snow sports, Swiss-Ski is becoming more involved in the organization of major events than in the past »”, explains Urs Lehmann, President of Swiss-Ski.
Daniel Bollinger, Head of World Championships for Swiss-Ski, is the day-to-day link in the operational team. Active as COO for Crans-Montana 2027, he supports Didier Défago in his role as CEO and ensures that Swiss-Ski’s skills also serve the organization of the World Championships. “« Close collaboration with all local stakeholders remains essential, of course, as we want the Worlds to reflect the image of Crans-Montana and the Valais »”, adds Urs Lehmann.
A shared vision
The reason why all the stakeholders are getting along so well is because they share a common vision: that Crans-Montana 2027 can leave a lasting mark on the region and create enthusiasm for winter sports. They all want to build a future by raising the profile of Crans-Montana and the Valais, inspiring and mobilizing young people around sport, and strengthening cohesion through strong emotions.
« A wonderful outlook for our region and its inhabitants! »
“« The municipalities of Crans-Montana have supported the World Championships project from the outset. They have reaffirmed their unwavering commitment by granting a commitment credit of 42 million – 30 million for construction and 12 million for operations – to the organization of the World Championships. We are convinced that Crans-Montana 2027 is a unifying project that offers magnificent prospects for our region and its inhabitants. It acts as a trigger for numerous sustainable projects for our destination and offers an extraordinary showcase at international level »”, affirms Nicolas Féraud, President of the Commune of Crans-Montana and Vice-President of Crans-Montana 2027.
The same is true of the Canton of Valais, where State Councillor Frédéric Favre is equally convinced of the positive impact of large-scale events: “« The World Ski Championships in Crans-Montana represent a real opportunity for the people of Valais to strengthen cantonal cohesion through sport. Thanks to its unique topology, our canton can host various sports and sporting events of international stature, offering valuable visibility. »”
The visual identity of Crans-Montana 2027
A project as unique as the FIS Alpine World Ski Championships deserves a visual identity worthy of the name. That’s why the steering committee launched a competition with several Swiss communications agencies to define the Crans-Montana 2027 brand. Following this demanding process, Octane communication, a Valais-based agency specializing in graphic design and branding, was chosen to present the event’s official logo.
The Crans-Montana 2027 visual identity is intended to be unifying, dynamic and anchored both locally and nationally. It is made up of three main elements: the acronym, which represents a revisited snowflake. Its chevrons symbolize both the influence of a major event and the convergence of athletes and nations. Their counter-form creates a star, the symbol of Valais; the bold, assertive typography embodies modernity, sport and energy in general; the vibrant colors, with the dark blue of the FIS, the light blue symbolizing winter and snow, and the red embodying sport and passion, directly recalling the colors of Valais and Switzerland.
« These elements will be dynamic, always on the move to generate enthusiasm and promote cohesion. »
Bernard Moix, founder and director of Octane: “« These elements are infinitely adaptable, allowing us to propose variations for all the media that will illustrate this beautiful event. The visual impact will therefore be maximal »”.
Didier Défago, General Manager of the FIS Alpine World Ski Championships, is convinced: “« As well as being elegant and harmonious, this logo perfectly reflects the values of Crans-Montana 2027. From a technical point of view, it’s a very creative and easily adaptable visual. Many of the jury members fell in love with it »”.
The audience at the launch event was equally appreciative. “« The presentation of the visual identity represents the first tangible step for the organization, marking the transition from the application to the concrete implementation phase. The event is literally taking shape, and we wanted to bring the logo to life and share this milestone with the entire ski family »”, explains Didier Défago.
In line with this new visual identity, the www.cransmontana2027.ch website and all communications media have been entirely redesigned in the new event colors.