LA28 debuts vibrant Look of the Games forward of 2028 Olympics

The Olympic and Paralympic Games LA28 are beginning to take bloom – Superbloom, that’s – with the revealing Monday (23 March) of the official Look of the Games, a daring visible identification impressed by the California Superbloom.

Named ‘LA in full bloom,’ the idea is predicated on the uncommon pure phenomenon the place dormant wildflower seeds burst into color throughout Southern California, reworking the panorama.

For LA28, that felt like a becoming parallel to the Games.

“The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” stated 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.”

Featuring a color palette impressed by the Bird of Paradise, LA’s official flower, the design leans into Los Angeles’ layered and inventive tradition. Thirteen blooms replicate the individuals and neighborhood that form the world.

“We wanted the Look to feel like Los Angeles itself,” stated 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 shall be in all places at LA28: from stadium facades to athlete credentials and every part in between.

It can also be a nod to town’s sturdy Olympic historical past.

“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.”