LA28 unveils floral-inspired visual identity for the ‘2028 Olympic Games’
The concept focuses on a natural phenomenon that showcases the region.
The visual identity for the 2028 Los Angeles Olympic Games has been revealed, and the design team says the super bloom was a key inspiration for the design. Super blooms are rare natural phenomena that occur in the desert landscapes of Southern California, creating vibrant landscapes of blooming flowers. The spectacle was captured in a variety of digital graphics used throughout the identity and campaigns.
On Monday, the LA28 organizing committee unveiled the visual identity for the games, “LA in Full Bloom,” which reflects the vibrant landscape of the region during the Summer Olympics, which will be held in Southern California in two years.
Organizers said the image aims to convey the energy, optimism and multi-layered personality of Los Angeles through bright colors, graphic patterns, and design elements that draw inspiration from the city’s landscape and culture.
According to the designers, the nature-inspired motif features a vibrant palette reminiscent of the once-in-a-decade moment when dormant wildflower seeds explode and create waves of color across hillsides and desert landscapes – the backbone of the LA28 identity.
The color scheme also draws on the region’s unofficial floral icon, the Bird of Paradise, which is found in neighborhoods from downtown Los Angeles to Venice Beach.
With 13 different “blooming” flowers representing the people, cultures, and landscapes of the entire region, the design is an interpretation of the city that feels both local and welcoming.
The design will be present across every scale of the 2028 Games, from stadium facades to athlete credentials, with a grid-based system and typography inspired by the city’s street-level visual language, including storefront signage and hand-painted lettering.
According to organizers, the early launch will give partners and venues enough time to integrate the identity into signage, installations, digital experiences, and other fan environments.
Credits:
All images courtesy of LA28.
