The emblem represents the coat of arms of the city of Innsbruck, showing the bridge on the Inn which gives the city its name. The bridge and the five Olympic rings symbolize the link between the various peoples and the ties of friendship binding the young athletes of all nations for whom Innsbruck was once again a meeting place in 1976.
Guided by the principle of not showing one sporting discipline in particular, Arthur Zelger, the designer of the poster, created a neutral poster, showing a skate, a common feature of winter sports. This skate symbolizes all the disciplines found in the Winter Games: a ski run, a sledge or bobsleigh and the blade of a skate. The white rectangle on the tip makes the “I” of Innsbruck. On the right, in the background, the coloured peaks symbolize the Tyrolean mountains.