Los Angeles is putting a vibrant, distinctly Californian face forward as it prepares to host the 2028 Olympic and Paralympic Games. LA28 unveiled its official “Look of the Games” on Saturday, March 23, 2026, a visual identity inspired by the dramatic and fleeting beauty of the California Superbloom – the explosion of wildflowers that blankets the state’s landscapes in color after periods of rainfall. The design aims to capture the energy and anticipation surrounding the Games, while also reflecting the diverse culture and creativity of the city itself.
More than just aesthetics, the new visual identity is a comprehensive system intended to permeate every aspect of the Games, from stadium facades to athlete credentials and digital experiences. It’s a bold move, launching the branding more than two years ahead of the opening ceremonies, a strategy LA28 says is designed to give stakeholders ample time to integrate the look into their own materials. This early reveal underscores the organization’s commitment to a cohesive and impactful presentation when the world’s attention turns to Southern California in the summer of 2028.
The concept of the Superbloom, a relatively rare phenomenon in Southern California occurring roughly once a decade, resonated with LA28’s design team. “The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” explained 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.” The design team saw a parallel between the dedication of athletes and the specific conditions required for a Superbloom to occur, a moment of spectacular, fleeting beauty.
A Palette Rooted in Los Angeles
At the heart of the “Look of the Games” is a color palette drawn directly from the city’s natural and urban landscape. The Bird of Paradise, a striking flower commonly found throughout Los Angeles, serves as a primary inspiration. The vibrant hues of the flower, alongside the broader spectrum of colors found within a Superbloom, create a palette that is described as “vivid, sunbaked, unapologetic.” According to LA28, the 13 blooms that comprise the full Superbloom representation are intended to symbolize the diverse people, cultures, and landscapes of Los Angeles.
Geoff Engelhardt, LA28 Head of Brand Design, emphasized the intention to create a visual identity that truly reflects the city. “We wanted the Look to perceive like Los Angeles itself,” he 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.” This emphasis on inclusivity and personal connection is a key element of the design philosophy.
Design Details: From Stadiums to Signage
The LA28 design team didn’t just focus on color. The visual identity has been meticulously engineered for scalability and adaptability. Graphics are built on a precise grid system, with visual density intentionally reduced near fields of play to minimize distractions for athletes. The typographic style draws inspiration from the everyday visual landscape of Los Angeles – the strip malls, hand-painted signage, and commercial vernacular that define the city’s aesthetic. This grounding in local visual language aims to create a sense of authenticity and familiarity.
The palette itself was carefully calibrated to account for Los Angeles’ unique light, from the soft glow of dawn to the bright illumination of stadium nights. This attention to detail ensures that the “Look of the Games” will be visually consistent and impactful across a wide range of venues, from historic landmarks like the LA Memorial Coliseum to modern, state-of-the-art stadiums. The Coliseum, which hosted the 1932 and 1984 Olympic Games, will once again play a central role in the 2028 Games.
Honoring the Past, Embracing the Future
LA28’s design team looked to the past for inspiration, studying previous Olympic and Paralympic Games, including the 1984 Los Angeles Games, to understand how to balance tradition with innovation. They found that both the 1932 and 1984 Games were characterized by a bold, optimistic, and joyful spirit, and sought to capture that same emotional resonance in the new visual identity. The early launch of the “Look of the Games” is a deliberate strategy, providing ample lead time for all stakeholders to integrate the branding into their planning and materials.
Engelhardt added, “We were inspired by the spirit of LA Games past. 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 Olympic and Paralympic Games are projected to unite more than 15,000 athletes from around the world. The Games will also be the first in history to allocate more quota spots to women athletes than men, a significant milestone for gender equality in sports. LA28 is committed to sustainability, aiming to become the first Games since 1948 to not build any new permanent infrastructure. The organization operates as an independently funded, non-profit, relying on commercial partnerships, licensing, hospitality, and ticketing revenue with the support of the International Olympic Committee.
As Los Angeles prepares to welcome the world in 2028, the unveiling of the “Look of the Games” marks a significant step forward. The next major milestone for LA28 will be the continued rollout of the visual identity across venues and digital platforms, alongside ongoing preparations for the Games themselves. The organization will continue to provide updates on its progress through its official website, la28.org.
What are your thoughts on the new look for the 2028 Games? Share your opinions and join the conversation below.
