|
‘LA in full bloom’: LA28 debuts vibrant Look of the Games ahead of 2028 Olympics Inspired by California’s Superbloom, the design will shape the visual identity across venues and experiences in Los Angeles
Picture by LA28. By Scott Bregman 23 March 2026 22:24 GMT+92 min read The Olympic and Paralympic Games LA28 are starting to take bloom – Superbloom, that is – with the unveiling Monday (23 March) of the official Look of the Games, a bold visual identity inspired by the California Superbloom.
Named ‘LA in full bloom,’ the concept is based on the rare natural phenomenon where dormant wildflower seeds burst into colour across Southern California, transforming the landscape.
For LA28, that felt like a fitting parallel to the Games.
“The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” said Ric Edwards, LA28 Vice President of Brand Design and Executive Design Director. “Athletes train their entire lives for a moment on the greatest stage in sports. 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.”
Featuring a colour palette inspired by the Bird of Paradise, LA’s official flower, the design leans into Los Angeles’ layered and creative culture. Thirteen blooms reflect the people and community that shape the area.
“We wanted the Look to feel like Los Angeles itself,” said Geoff Engelhardt, LA28 Head of Brand Design. “LA is a city of incredible creativity, sitting at the intersection of sport and entertainment, and the Games will bring the world together here in 2028. By embracing abstraction and emotion, we created something people can interpret in their own way and see themselves reflected in.”
The Look of the Games will be everywhere at LA28: from stadium facades to athlete credentials and everything in between.
It is also a nod to the city’s strong Olympic history.
“We were inspired by the spirit of LA Games past,” Engelhardt added. “Both the 1932 and 1984 Games were bold, optimistic, Californian and unapologetically joyful. We wanted to carry that same emotional frequency forward, expressed in a visual language that feels distinctly of today.”
Duration Time01:57 Play Super Bowl to Olympic superstar? NFL players share their flag football favorites for LA28 With flag football making an Olympic debut at the Los Angeles 2028 Olympic Games, we asked the stars of the Seattle Seahawks NFL team, who are preparing to face the New England Patriots in Super Bowl LX, which of their teammates have the skills to make it on to Team USA. Find out what Sam Darnold, Cooper Kupp, Leonard Williams, Julian Love, and Jaxon Smith-Njigba had to say, and who Darnold picked as his favorite Olympian.
LA28 ticket time slot draw registration is closed. What's next? 3 min read LA28: Ticket registration draw – what a timeslot means and how to prepare 3 min read Tom Brady at LA 2028? “I would never say never" 2 min read 14 - 30 July 2028 LA 2028 | Olympic Games | USA Upcoming event
Add to your favourites Sign-up for free and you will be able to receive Olympic news tailored to your interests.
NOC United States of America Relive Milano Cortina 2026 Sign up free to watch full replays, highlights, and medal moments from Milano Cortina 2026 - anytime.
Sign up for free
Relive Milano Cortina 2026 You May Like
5 min read Major League Baseball 2026 season: Key dates, schedule, and FAQ – how to watch Ohtani and Dodgers go for three-peat 3 min read LA28: Ticket registration draw – what a timeslot means and how to prepare 4 min read Why Los Angeles is the sporting capital of the world 3 min read Your LA28 journey starts here: What it means to be there in 2028 8 min read A year after tragic loss, Maxim Naumov reflects on his life-changing journey to Olympic ice
Olympic Games Milano Cortina 2026 Results & Medals Replays & Highlights All Olympic Games Olympic Channel TV Channel Live Events Original Series Corporate News Podcast Topics Explore Athletes Sports International Olympic Committee Museum Shop About Us Contact Centre Sitemap Careers App Store Google Play Cookie Policy Cookie Settings Privacy Policy Terms of Service Copyright 2026. All rights reserved
|
