LA28 Unveils “Superbloom” Visual Identity for 2028 Olympic and Paralympic Games

The LA28 Organising Committee has officially introduced the “Look of the Games,” a vibrant visual identity inspired by the California “Superbloom” to anchor the branding for the Los Angeles 2028 Olympic and Paralympic Games.

Grounded in the rare natural phenomenon where dormant wildflower seeds explode into cascading waves of colour, the design serves as a metaphor for the peak performance of elite athletes.

The Paralympic Games, scheduled for 15-27 August 2028, will mark the first time the event has been hosted in Los Angeles, providing a historic commercial and cultural backdrop for the new aesthetic.

Noting that the Superbloom mirrors the lifelong journey of an athlete, LA28 VP of brand design, Ric Edwards, said: “When the conditions are right, everything comes together and something extraordinary happens.”

“That feeling of anticipation, energy and the culmination of the many moments that led them here is what inspired our Look of the Games,” Edwards said.

Adding how the identity aims to reflect the city’s creative intersection of sport and entertainment, LA28 head of brand design, Geoff Engelhardt, said: “By embracing abstraction and emotion, we created something people can interpret in their own way and see themselves reflected in.”

The design palette is heavily influenced by the Bird of Paradise, the official flower of Los Angeles, and features 13 distinct blooms representing the diverse people and landscapes of the region.

In addition, the graphics were built on a precise grid to ensure scalability across massive stadium facades and small-scale digital applications. To maintain high-performance standards, visual density is reduced near fields of play to ensure athlete focus remains unimpeded, while the typography draws directly from local hand-painted signage and strip-mall vernacular to ground the global event in an authentic “LA” feel.

From a commercial perspective, the early launch of the visual identity provides stakeholders and sponsors with maximum lead time to integrate the “Look” into their own marketing materials and stadium activations.

The branding has been calibrated to adapt to both historic venues, such as the LA Memorial Coliseum, and modern state-of-the-art facilities, accounting for the region’s unique natural light from dawn through to stadium night. 

As preparations accelerate with just over two years to go, the Look of the Games will begin appearing across competition venues and citywide installations.

This framework not only honours Olympic tradition but stakes out a modern, “unapologetic” identity for Los Angeles on the world stage. 

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