LA28 unveils floral-inspired visual identity for 2028 Olympics

Organizers of the 2028 Los Angeles Olympic and Paralympic Games unveiled the event’s official visual identity on Monday, a floral-themed design system meant to reflect the city’s landscape, neighbourhoods and cultural character.

LOS ANGELES — Organizers of the 2028 Los Angeles Olympic and Paralympic Games unveiled the event’s official visual identity on Monday, a floral-themed design system meant to reflect the city’s landscape, neighbourhoods and cultural character.

The branding will appear across competition venues, fan areas, citywide installations, signage, digital platforms and broadcast presentations during the Games, LA28 said.

At the center of the design is the “Superbloom,” a reference to the bursts of wildflowers that can blanket parts of Southern California after periods of rain.

LA28 said the concept was intended as a metaphor for the Games, with years of preparation culminating in a short, high-profile global event.

The core graphic is built around 13 individual blooms, which organizers said represent different elements of Los Angeles, from its entertainment culture to its neighbourhoods, people and native landscape.