LA In Full Bloom: Olympics Organizers Debut Visual Identity Of LA28

LOS ANGELES, CA — Olympics organizers on Monday unveiled the official look of the 2028 games in Los Angeles — debuting the signature graphics, color palettes and fonts that will identify LA28.

Each installment of the Olympics and Paralympics have a unique visual identity — known as the Look of the Games. For 2028, the visual identity will be centered around the concept of Los Angeles in full bloom, according to organizers.

“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.”

At the center of the games' visual identity is the Superbloom — as in when poppies' bright colors explode across Southern California hillsides when conditions are just right.

The Olympics' Superbloom graphic is "is an infinite loop, comprised of 13 patterns we call blooms, each a nod to the people, life and culture of Los Angeles."

LA28 signs and graphics will feature four unique fonts, all inspired by LA street signs.

The color palette is inspired by the bird of paradise, Los Angeles' official flower — the bright and bold colors are dubbed sagebrush, poppy, bluebell and scarlet flax.

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More information about the Look of the Games is available on the LA28 website.