The 2028 Los Angeles Olympic and Paralympic Games have unveiled their official visual identity, a floral-themed design system that reflects the city's landscape, neighbourhoods, and cultural character. The branding will be showcased across various competition venues, fan areas, citywide installations, signage, digital platforms, and broadcast presentations during the Games. At the heart of the design is the "Superbloom," a reference to the wildflowers that blanket parts of Southern California after periods of rain, symbolising the culmination of years of preparation for the Games.
The design features 13 individual blooms, representing different elements of Los Angeles, from its entertainment culture to its neighbourhoods, people, and native landscape. The colour palette is inspired by the Bird of Paradise, the official flower of Los Angeles, and is grouped into four families – Poppy, Scarlet Flax, Bluebell, and Sagebrush – to evoke the region's terrain and vegetation. The typographic style is reminiscent of Los Angeles street signage, including strip mall and hand-painted storefront lettering, giving the identity a distinctly local feel.
The design was developed to work across various settings, from historic venues to new facilities, while also accounting for broadcast requirements, digital formats, and lighting conditions. The organising committee partnered with design studio Koto on the project, unveiling the identity more than two years before the Olympic opening ceremony to allow partners and stakeholders to incorporate the branding into their materials.
The unveiling of the 2028 Los Angeles Olympic and Paralympic Games' visual identity sets the tone for a unique and localised experience. The floral theme, inspired by the city's landscape, is a nod to the region's natural beauty. With the Games still over two years away, this early rollout gives partners and stakeholders ample time to integrate the branding into their materials, ensuring a cohesive and immersive experience for fans and athletes alike.
