LA28 unveils bold superbloom branding for 2028 Olympic and Paralympic Games
The 2028 Olympic and Paralympic Games in Los Angeles have an official look, inspired by a vibrant California natural phenomenon.
On Monday, the LA28 organizing committee unveiled the Games' visual identity, "LA in full bloom," which showcases the region's living landscape throughout the Summer Olympic Games, which will descend on Southern California in two years.
"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. "When the conditions are right, everything comes together and something extraordinary happens."
Organizers said the look aims to capture the energy, optimism and layered personality of LA through bold colors, graphic patterns, and design elements that draw on the city's landscape and culture.
Designers said the nature-inspired motif includes a vibrant palette to resemble the once-in-a-decade moment when dormant wildflower seeds burst open and create waves of color across the hillsides and desertscapes, the backbone of LA28's identity.
The color scheme also draws on the unofficial floral icon of the region, the Bird of Paradise, which is found throughout neighborhoods from Downtown LA to Venice Beach.
With 13 distinct "blooms" to represent the people, cultures, and landscapes across the entire region, the design is an interpretation of the city that feels both local and welcoming.
"We wanted the look to feel like Los Angeles itself," Geoff Engelhardt, LA28 head of brand design, said in a statement. "LA is a city of incredible creativity -- by embracing abstraction and emotion, we created something people can interpret in their own way and see themselves reflected in."
The design will be present across every scale of the 2028 Games, from stadium facades to athlete credentials, with a grid-based system and typography inspired by the city's street-level visual language, including storefront signage and hand-painted lettering.
LA28 designers also drew on past LA Games, including 1932 and 1984, as "inevitable touchstones," blending historic influences with a contemporary sensibility.
According to organizers, the early launch will give partners and venues ample lead time to incorporate the identity across signage, installations, digital experiences and other fan environments.
The visual identity will continue to roll out across venues and citywide activations as LA prepares to become the third city in history to host the Olympics three times -- and the Paralympics for the first time -- when the Games begin in 2028.
