The countdown to Los Angeles 2028 just got a lot more colorful. LA28, the organizing committee for the 2028 Summer Olympics, has unveiled the official visual identity for the Games — and it’s a breathtaking love letter to Southern California. Dubbed “LA in Full Bloom,” the design concept is inspired by the California superbloom, a rare natural phenomenon that occurs roughly every 10 to 15 years when an unusually wet winter coaxes millions of wildflowers to burst open across the region in a kaleidoscopic explosion of color. The look features a core graphic built from 13 individual “blooms,” each representing a different facet of Los Angeles — from its role as a World Stage and its Hollywood legacy, to its First Peoples and its status as a culinary crossroads. At the center of the palette is the Bird of Paradise, the city’s own official flower. Designers made a conscious decision to create every element by hand, using zero AI.
The look was created by LA28 head of brand design Geoff Engelhardt and executive design director Ric Edwards, who built a 250-page guidebook that will govern the visual identity of every touchpoint across the Games — from stadium decorations and athlete credentials to staff uniforms, event signage, and miles of printed graphics across Southern California. “The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” Edwards said. “When the conditions are right, everything comes together and something extraordinary happens.” Los Angeles will host the Olympics for a historic third time when the Opening Ceremony lights up on July 14, 2028. If the design is any indication, it’s going to be one for the history books.
Source: https://laist.com/news/los-angeles-activities/colors-designs-la28-olympics
