Blooming into History: Unveiling LA28's Floral Identity

Organizers of the 2028 Los Angeles Olympic and Paralympic Games have announced the event's official visual identity. The new design, unveiled on Monday, features a floral theme intended to reflect the city's diverse landscape, neighborhoods, and cultural vibrancy.

This branding will be visible across competition venues, fan zones, and citywide installations, as well as on digital platforms and broadcast presentations throughout the Games. At its core is the 'Superbloom,' symbolizing the wildflower bursts that can carpet Southern California following rain showers.

The design was crafted to illustrate the Games as a significant global event after years of meticulous preparation, using 13 unique blooms representing various facets of Los Angeles. Developed with design studio Koto, this early rollout allows stakeholders ample time to integrate the visuals into their planning.