Organizers of the 2028 Summer Olympics on Monday introduced a new visual identity for the Games, unveiling a colorful design system meant to reflect the character of Los Angeles as preparations continue for the global event.
The branding, known as the “Look of the Games,” will shape how the Olympics and Paralympics appear across venues, fan spaces and digital platforms. Designers said the concept draws heavily from a California “superbloom,” a rare environmental event in which wildflowers rapidly bloom across the landscape after periods of dormancy.
Organizers described the theme as a metaphor for the Olympic journey, where years of preparation culminate in a brief moment of peak performance.
“The idea is about timing and transformation,” said Ric Edwards, LA28 vice president of brand design. “Athletes spend years working toward one opportunity, and when everything aligns, it creates something special.”
The design emphasizes bold colors and layered patterns inspired in part by the Bird of Paradise, a common sight throughout Los Angeles neighborhoods. According to organizers, multiple color variations — referred to as “blooms” — were developed to reflect the city’s cultural diversity and geographic range.
Geoff Engelhardt, LA28’s head of brand design, said the approach was intended to capture the city’s identity without relying on a single visual interpretation.
“Los Angeles means different things to different people,” Engelhardt said. “We wanted a system that feels open and expressive, while still grounded in the city’s creative energy.”
The graphics were designed to function across a wide range of uses, from large-scale stadium installations to smaller items such as athlete credentials. Organizers said special attention was given to maintaining clarity near competition areas, where visual distractions are minimized.
Elements of the design — including typography — were influenced by everyday street scenes across Los Angeles, such as storefront signage and hand-painted lettering, giving the overall look a distinctly local feel. The color system was also adapted to work in varying lighting conditions, from daytime events to nighttime competitions.
In developing the new identity, organizers reviewed visual approaches from past Olympic Games, including the 1984 Summer Olympics, aiming to balance tradition with a more contemporary style.
The new look will begin appearing across Los Angeles in phases as the city moves closer to hosting the Games in 2028, when it is expected to welcome athletes and visitors from around the world.
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