LA28 Unveils Vibrant Visual Identity Inspired by California Superbloom
LOS ANGELES (March 23, 2026) – With just over two years until the Olympic and Paralympic Games approach to Los Angeles, LA28 has revealed its official Look of the Games. The visual identity, centered around the concept of Los Angeles in full bloom, will be used across all Games touchpoints. The design is rooted in the California Superbloom, a rare and vibrant natural phenomenon.
The Spirit of the Superbloom
The California Superbloom, occurring approximately once a decade, is a spectacular display of wildflowers that blankets hillsides, valleys and deserts in waves of color. LA28’s design team drew inspiration from this event, recognizing its parallels to the Olympic and Paralympic Games.
“The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” said 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.”
A Palette Inspired by Los Angeles
The visual identity features a color palette drawn directly from the city of Los Angeles. The Bird of Paradise, the official flower of LA, served as inspiration for the primary colorways. The 13 blooms that comprise the full Superbloom represent the diverse people, cultures, and landscapes of Los Angeles. The design aims to create a welcoming atmosphere for athletes, fans, and local residents alike.
“We wanted the Look to feel like Los Angeles itself,” said 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.”
Design Details and Adaptability
The Look of the Games is designed to be versatile, working effectively at various scales – from large stadium facades to slight athlete credentials. Graphics are built on a precise grid, with reduced visual density near fields of play to minimize distractions for athletes. The typographic style draws inspiration from the streets of Los Angeles, incorporating elements of strip malls and hand-painted signage to create an authentically local visual language. The color palette is calibrated to complement Los Angeles’ natural light, from dawn to night.
The design team studied past Olympic and Paralympic Games, including the 1932 and 1984 Los Angeles Games, to balance tradition with innovation. The result is a unique visual identity that honors the past even as embracing a contemporary aesthetic. The early launch of the Look of the Games will allow stakeholders ample time to integrate it into their materials.
“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.”
Looking Ahead to LA28
The LA28 Look of the Games will be implemented across competition venues, athlete and fan environments, citywide installations, and digital experiences as Los Angeles prepares to host the world in 2028.
ABOUT THE LA28 OLYMPIC AND PARALYMPIC GAMES
LA28 will bring the Olympic and Paralympic Games to Los Angeles in 2028, uniting more than 15,000 athletes in a celebration of sport, culture, and human potential. Los Angeles will become the third city to host three Olympic Games, following 1932 and 1984, and will host its first Paralympic Games. The LA28 Games will celebrate historic milestones, including allocating more quota spots to women athletes than men and debuting new Olympic and Paralympic sports. It will similarly be the first Games since 1948 to not build any new permanent infrastructure. Operating as an independently funded, non-profit organization, LA28 has secured commercial partnerships and licensing agreements with the support of the International Olympic Committee. Learn more about the LA28 Games Plan.
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