Organisers of the 2028 Los Angeles Olympic and Paralympic Games have revealed the event’s official visual identity, a floral-inspired design system reflecting the city’s landscape, neighbourhoods and cultural character.
The branding will feature across venues, fan zones, signage, digital platforms and broadcasts throughout the Games, according to LA28 organisers.
“Superbloom” Concept
At the heart of the identity is the «Superbloom», a nod to the bursts of wildflowers that appear across Southern California after rainfall. Officials described the design as energetic and welcoming, aimed at setting the tone for the Games.
The visual system includes 13 stylised blooms representing different aspects of Los Angeles, from its communities to its entertainment industry and natural surroundings.
Colours And Local Influence
The palette draws inspiration from the Bird of Paradise, the city’s official flower, and is divided into four groups — Poppy, Scarlet Flax, Bluebell and Sagebrush — to reflect regional landscapes.
Typography was influenced by local street signage, including hand-painted shop fronts and strip mall lettering, to give the branding a distinctly local feel.
Developed in partnership with design studio Koto, the identity has been introduced more than two years ahead of the opening ceremony, allowing partners such as Nike and Ralph Lauren to incorporate the design into merchandise and promotions.
Los Angeles will host the Olympics for the third time in 2028, following the 1932 and 1984 Games, and will stage the Paralympics for the first time.
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