LA28 Debuts LA in Full Bloom, The Official Look of the Games

Introducing LA28’s Visual Identity for the 2028 Olympic and Paralympic Games, Born from the Living Landscape of Los Angeles

LOS ANGELES [March 23, 2026] — With just over two years to go until the world’s greatest athletes gather in Los Angeles, LA28 is bringing the Games to life through the unveiling of the official Look of the Games, the signature graphic patterns and color palettes used to identify all touchpoints of a Games edition, which is centered around the concept of LA in full bloom. The visual identity of the LA28 Olympic and Paralympic Games, rooted in one of nature’s most spectacular phenomena, the California Superbloom, will showcase the region in a bold and colorful way.

At the heart of the Look of the Games is the concept of the Superbloom, a rare and electric occurrence in which dormant wildflower seeds, awakened by just the right conditions, explode across hillsides, valleys and deserts in cascading waves of color. Coming approximately once a decade, the Superbloom is a brilliant visual experience, unique only to climates like Southern California.

“The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” said 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. That feeling of anticipation, energy and the culmination of the many moments that led them here is what inspired our Look of the Games.”

The result is a visual identity as alive and layered as Los Angeles itself, with a palette drawn directly from the heart of the city: vivid, sunbaked, unapologetic. The Bird of Paradise, the official flower of LA, found blooming in front yards and median strips from the DTLA Zone to the Venice Beach Zone, inspired the primary colorways used in the Look of the Games. The 13 blooms that make up the full Superbloom are inspired by the people, cultures and landscapes of LA. Its energetic warmth is meant to make all feel welcome from global athletes and fans to Angelenos experiencing the Games in their own neighborhoods.

“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.”

The Look of the Games was engineered to work at every scale, from a stadium façade visible from a helicopter to a credential worn around an athlete's neck. Graphics were built on a precise grid, with visual density reduced closest to fields of play to keep athlete focus unimpeded. The typographic style of the Look draws directly from the streets of Los Angeles, from strip malls to hand-painted signage. This connection to the city’s everyday commercial vernacular grounds LA28’s identity in an authentically local visual language. The palette was calibrated for Los Angeles' distinctive natural light from dawn through stadium night. From century-old venues like the LA Memorial Coliseum to the region's state-of-the-art stadiums, the design adapts to each environment while complementing the architecture and legacy it inhabits.

In developing the Look, the LA28 design team studied past Olympic and Paralympic Games, including Los Angeles 1984 as an inevitable touchstone, to understand where tradition should guide and where innovation could push. The result honors what came before, while staking out something entirely its own, including an early launch, giving Games stakeholders maximum lead time to integrate the Look into their own materials.

“We were inspired by the spirit of LA Games past,” Engelhardt added. “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 Look of the Games will roll out across competition venues, athlete and fan environments, citywide installations and digital experiences as Los Angeles prepares to welcome the world in 2028.

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ABOUT THE LA28 OLYMPIC AND PARALYMPIC GAMES

LA28 will bring the Olympic and Paralympic Games to Los Angeles in 2028, uniting more than 15,000 of the world's greatest athletes in a celebration of sport, culture and human potential. Set against a diverse collection of venues only Southern California can deliver, from the Pacific Ocean to Hollywood stages to world-class arenas, Los Angeles will become the third city ever to host three Olympic Games, following 1932 and 1984, and will also host its first ever Paralympic Games. The LA28 Games will celebrate historic milestones including becoming the first Olympic Games in history to allocate more quota spots to women athletes than men, the debut of new Olympic and Paralympic sports and becoming the first Games since 1948 to not build any new permanent infrastructure. Operating as an independently funded, non-profit organization, LA28 has built a strong foundation of successful commercial partnerships alongside licensing, hospitality and ticketing with the support of the International Olympic Committee.

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LA28 debuts LA in Full Bloom, The Official Look of the Games