LA28 Debuts the Official Look of the Games

Introducing LA28’s Visual Identity for the 2028 Olympic and Paralympic Games, Born from the Living Landscape of Los Angeles

LOS ANGELES (March 23, 2026) – With simply over two years to go till the world’s best athletes collect in Los Angeles, LA28 is bringing the Games to life by way of the revealing of the official Look of the Games, the signature graphic patterns and colour palettes used to determine all touchpoints of a Games version, which is centered across the idea of LA in full bloom. The visible identification of the LA28 Olympic and Paralympic Games, rooted in one among nature’s most spectacular phenomena, the California Superbloom, will showcase the area in a daring and colourful method.

At the guts of the Look of the Games is the idea of the Superbloom, a uncommon and electrical prevalence by which dormant wildflower seeds, woke up by simply the best circumstances, explode throughout hillsides, valleys and deserts in cascading waves of colour. Coming roughly as soon as a decade, the Superbloom is a superb visible expertise, distinctive solely to climates like Southern California.

“The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” mentioned Ric Edwards, LA28 Vice President of Brand Design and Executive Design Director. “Athletes train their entire lives for a moment on the greatest stage in sports. When the conditions are right, everything comes together and something extraordinary happens. That feeling of anticipation, energy and the culmination of the many moments that led them here is what inspired our Look of the Games.”

The result’s a visible identification as alive and layered as Los Angeles itself, with a palette drawn immediately from the guts of town: vivid, sunbaked, unapologetic. The Bird of Paradise, the official flower of LA, discovered blooming in entrance yards and median strips from the DTLA Zone to the Venice Beach Zone, impressed the first colorways used within the Look of the Games. The 13 blooms that make up the complete Superbloom are impressed by the individuals, cultures and landscapes of LA. Its energetic heat is supposed to make all really feel welcome from world athletes and followers to Angelenos experiencing the Games in their very own neighborhoods.

“We wanted the Look to feel like Los Angeles itself,” mentioned Geoff Engelhardt, LA28 Head of Brand Design. “LA is a city of incredible creativity, sitting at the intersection of sport and entertainment, and the Games will bring the world together here in 2028. By embracing abstraction and emotion, we created something people can interpret in their own way and see themselves reflected in.”

The Look of the Games was engineered to work at each scale, from a stadium façade seen from a helicopter to a credential worn round an athlete’s neck. Graphics have been constructed on a exact grid, with visible density lowered closest to fields of play to maintain athlete focus unimpeded. The typographic model of the Look attracts immediately from the streets of Los Angeles, from strip malls to hand-painted signage. This connection to town’s on a regular basis industrial vernacular grounds LA28’s identification in an authentically native visible language. The palette was calibrated for Los Angeles’ distinctive pure mild from daybreak by way of stadium evening. From century-old venues just like the LA Memorial Coliseum to the area’s state-of-the-art stadiums, the design adapts to every atmosphere whereas complementing the structure and legacy it inhabits.

In growing the Look, the LA28 design staff studied previous Olympic and Paralympic Games, together with Los Angeles 1984 as an inevitable touchstone, to grasp the place custom ought to information and the place innovation might push. The outcome honors what got here earlier than, whereas staking out one thing completely its personal, together with an early launch, giving Games stakeholders most lead time to combine the Look into their very own supplies.

“We were inspired by the spirit of LA Games past,” Engelhardt added. “Both the 1932 and 1984 Games were bold, optimistic, Californian and unapologetically joyful. We wanted to carry that same emotional frequency forward, expressed in a visual language that feels distinctly of today.”

The LA28 Look of the Games will roll out throughout competitors venues, athlete and fan environments, citywide installations and digital experiences as Los Angeles prepares to welcome the world in 2028.

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ABOUT THE LA28 OLYMPIC AND PARALYMPIC GAMES

LA28 will deliver the Olympic and Paralympic Games to Los Angeles in 2028, uniting greater than 15,000 of the world’s best athletes in a celebration of sport, tradition and human potential. Set towards a various assortment of venues solely Southern California can ship, from the Pacific Ocean to Hollywood phases to world-class arenas, Los Angeles will grow to be the third metropolis ever to host three Olympic Games, following 1932 and 1984, and also will host its first ever Paralympic Games. The LA28 Games will rejoice historic milestones together with changing into the primary Olympic Games in historical past to allocate extra quota spots to girls athletes than males, the debut of latest Olympic and Paralympic sports activities and changing into the primary Games since 1948 to not construct any new everlasting infrastructure. Operating as an independently funded, non-profit group, LA28 has constructed a robust basis of profitable industrial partnerships alongside licensing, hospitality and ticketing with the assist of the International Olympic Committee.