What's happened
Los Angeles has revealed its branding for the 2028 Olympics, inspired by the state's rare superbloom phenomenon. The design features vibrant patterns and colors drawn from local flora, reflecting LA's diverse culture and history. The branding will be used across venues, credentials, and merchandise, emphasizing the city's creative spirit.
What's behind the headline?
The new LA28 branding strategically leverages California's natural and cultural identity to foster a sense of local pride and global recognition. The use of vibrant floral patterns and colors rooted in the Bird of Paradise symbolizes LA's diversity and creativity. The animated emblem with a shifting 'A' reflects modern digital branding, designed to scale across various media, from stadium wraps to athlete credentials. This approach ensures visual consistency and high impact from every angle, reinforcing LA's image as a dynamic, entertainment-centric city. The nod to the 1984 Games' neon aesthetic subtly connects past and present, appealing to both nostalgia and contemporary design trends. Overall, the branding positions LA28 as a celebration of local spirit and global unity, with a focus on visual vibrancy and cultural storytelling.
How we got here
The LA28 design process drew inspiration from California's superbloom, a rare spring event where wildflowers explode across hillsides. Past Olympic designs, especially from 1984, influenced the look, emphasizing bold, joyful California themes. The branding aims to showcase LA's unique culture and natural beauty, tying into the city's entertainment and sports identity.
Our analysis
The NY Post highlights the design’s inspiration from California’s superbloom and LA’s diverse neighborhoods, emphasizing the vibrant colors and dynamic emblem. AP News notes the branding’s application across credentials, venues, and signage, and its study of past Games, including 1984, to craft a look that feels authentic to LA. The Independent echoes this, stressing the precise grid-based graphics and the focus on reducing visual density near the playing fields to keep athlete focus. All sources agree that the branding aims to encapsulate LA’s creative energy and natural beauty, with a deliberate nod to its Olympic history, especially the 1984 Games, blending nostalgia with modern digital design.
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