Organizers of the 2028 Olympic and Paralympic Games Monday unveiled the official visual identity for the Los Angeles Games, a design system inspired by Southern California’s natural superbloom phenomenon.
The “Look of the Games,” as it is known, will guide the color palettes, graphics and branding used across venues, signage, digital platforms and other elements tied to the 2028 Games, according to LA28 officials.
Organizers said the design draws from the superbloom, a rare natural phenomenon — occurring roughly once a decade — in which wildflowers bloom simultaneously across the region under the right conditions, primarily in climates such as Southern California.
“The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” Ric Edwards, LA28 vice president of brand design and executive design director, said in a statement. “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.”
The visual identity incorporates bright, varied colors influenced in part by the Bird of Paradise, the official flower of Los Angeles, along with design elements intended to reflect the region’s geography, culture and neighborhoods, organizers said.
“We wanted the Look to feel like Los Angeles itself,” LA28 Head of Brand Design Geoff Engelhardt said. “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.”
Organizers said the system was designed to be adaptable across a range of uses, from large-scale stadium displays to smaller items such as credentials, while maintaining visibility and minimizing distractions for athletes during competition.
The design also incorporates typography influenced by everyday signage across Los Angeles and was calibrated to account for the region’s lighting conditions, from daytime to nighttime events, according to LA28.
Officials said the branding will be rolled out gradually across competition venues, fan areas and citywide installations as Los Angeles prepares to host the Games in 2028.
Los Angeles will become the third city to host the Summer Olympics three times, following the 1932 and 1984 Games, and will host the Paralympics for the first time.