The Look aims to honor past Games while integrating innovative elements, with an early launch to provide ample time for application across materials.

LA28 unveiled the official Look of the Games, inspired by LA in full bloom and the California Superbloom, to accompany the 2028 Olympic and Paralympic Games in Los Angeles.

The branding was developed with design studio Koto and released well in advance to give partners ample time to integrate materials.

The rollout emphasizes a long lead time to align stakeholders and ensure cohesive branding across venues, fan areas, city installations, and digital platforms.

The centerpiece is the Superbloom concept, symbolizing years of preparation converging into a single high-profile global event.

Graphic construction relies on a precise grid with adjusted visual density to minimize distraction at competition fields and keep athletes focused.

The branding will be implemented across credentials, staff uniforms, signage, venues, and the athletes village, signaling a cohesive identity.

The Look will be pervasive across the Games’ branding, including stadium facades and athlete credentials, signaling a comprehensive rollout.

The Look uses vibrant patterns and a color palette centered on the Superbloom concept to capture energy, color, and the region’s character across venues and digital experiences.

The Look is rolling out across venues, fan and athlete environments, city installations, and digital experiences, with an early release to allow stakeholder integration.

The visual identity is adaptable to all touchpoints, from stadium facades to credentials, using a precise grid and typography rooted in LA’s streets and signage.

LA28’s brand leadership emphasizes authenticity and locality, blending abstraction, emotion, and interpretation to reflect Los Angeles’ creativity at the sport-entertainment intersection.