The Los Angeles 2028 Olympic and Paralympic Games Organizing Committee (LA28) has launched the official Look of the Games visual identity with the theme "LA in Full Bloom," inspired by the natural phenomenon of the California Superbloom .
In an official statement from LA28, quoted on Wednesday, the concept depicts the phenomenon of wildflowers blooming simultaneously in Southern California, which is analogous to the peak moment of an athlete's struggle after undergoing a long training process.
"Superbloom embodies the spirit of the Olympic and Paralympic Games. Athletes train their entire lives for one moment on sport's biggest stage," said Ric Edward, Vice President of Brand Design and Executive Design Director of LA28.
He added that the visual identity also depicts the sense of anticipation, energy, and the peak of the journey that leads athletes to compete in the world's biggest sporting event.
LA28's visual design uses a color palette inspired by the Bird of Paradise flower , the official flower of the City of Los Angeles, and features 13 floral elements that symbolize the local community and diversity.
LA28 Head of Brand Design Geoff Engelhardt said the concept was designed to depict the character of Los Angeles as a creative city that is at the intersection of sports and the entertainment industry.
“We wanted this visual identity to feel like Los Angeles, a city of high creativity that will unite the world through the 2028 Olympics,” said Engelhardt.
This visual identity will be applied to various elements of the Olympic Games, from the appearance of the competition arena, athlete accreditation materials, to various elements that support the spectator experience.
In addition, the design was also inspired by the history of the Olympic Games held in Los Angeles in 1932 and 1984, which are known for presenting creative concepts and an optimistic atmosphere.
