Los Angeles: The 2028 Los Angeles Olympics has revealed a bold and colourful visual identity, drawing inspiration from California’s iconic seasonal bloom to shape the look of the Games. The newly launched design will be used across credentials, staff uniforms, venue signage, competition arenas and the athletes’ village.
Organisers said the concept is rooted in the California superbloom, a rare natural event that brings a burst of wildflowers across the state every 10 to 15 years. The design team also revisited the legacy of the 1984 Los Angeles Olympics while crafting a contemporary aesthetic reflecting the city’s creative spirit.
The colour palette is inspired by the orange Bird of Paradise, with 13 stylised blooms forming the full “Superbloom” motif. Graphics were developed using a precise grid, with reduced visual density near fields of play to maintain athlete focus.
“We wanted the look to feel like Los Angeles itself,” said Geoff Engelhardt, highlighting the city’s blend of sport, entertainment and culture.
The new identity will debut publicly at Intuit Dome during a Los Angeles Clippers game, where fans will see the LA28 visuals displayed on the outdoor plaza screens, followed by an in-arena unveiling video.
Source: Olympics
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