WITH JUST OVER two years remaining until the Olympic and Paralympic Games arrive in Los Angeles, the LA28 Organising Committee has unveiled the official “Look of the Games,” introducing the visual identity that will define the event across venues, broadcasts and citywide touchpoints.
The design concept, titled “LA in Full Bloom,” draws inspiration from the California Superbloom, a rare natural phenomenon in which dormant wildflower seeds burst into vibrant colour under ideal conditions. Organisers said the theme reflects both the energy of Los Angeles and the journey of elite athletes preparing for the world’s biggest sporting stage.
At the core of the identity is a dynamic palette rooted in the city’s landscape, featuring bold and vivid tones inspired by the Bird of Paradise, Los Angeles’ official flower. The design incorporates 13 distinct “blooms,” representing the region’s diverse communities, cultures and environments.
“The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” said Ric Edwards, Vice President of Brand Design and Executive Design Director at LA28. “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.”
Officials said the visual system has been designed to feel “alive and layered,” reflecting Los Angeles’ identity as a global hub of sport, culture and entertainment. The branding will be visible across all aspects of the Games experience, from competition venues to fan engagement platforms.
Geoff Engelhardt, Head of Brand Design at LA28, said the aim was to create a flexible and expressive identity that resonates with both local communities and international audiences. “We wanted the Look to feel like Los Angeles itself—a city of incredible creativity at the intersection of sport and entertainment,” he said. “By embracing abstraction and emotion, we created something people can interpret in their own way and see themselves reflected in.”
The LA28 Olympic and Paralympic Games are scheduled to take place in 2028, marking Los Angeles’ third time hosting the Summer Games.
