In 2004, all the Italian sports federations were preparing for the “Olympic cycle” that included Athens 2004 and Turin 2006. The initial project for branding official merchandise entrusted to the Turin 2006 Olympic Committee soon grew into something more. This gave birth to the Italian National Olympic identity, (I-team) which then also became the identity of Coni. The same brand was then used for naming “Casa Italia”, as the name for the spaces reserved for Italian delegations during the Olympic Games.
