From 'Follow the Sun' to 'Stars Align': The Continuation of LA28's Story
By: LA28 Staff
Before there was "Stars Align," first came "Follow the Sun."
As the Los Angeles 2028 Olympics and Paralympics celebrate the launch of its official slogan—one that perfectly personifies the host city—let's look back at the origins and evolution of a brand that's been over a decade in the making.
THE ORIGINS OF 'FOLLOW THE SUN'
The story of LA28 begins with a bid to bring the Olympics and Paralympics to Los Angeles.
As part of its initial branding campaign, LA28 unveiled a slogan and logo for the bid. It's this branding that spawned the look, feel and identity of LA28.
For the LA28 bid, the city's slogan was "Follow the Sun," an inspirational message inviting people to reach new heights centered around what LA calls its brightest star—the sun.
"Everyday people follow the sun to our city in pursuit of their dreams, spurring unprecedented creativity, innovation and progress," LA28 Chairman Casey Wasserman explained. The themes of the sun, hopes and dreams, as well as LA's moniker as the "the City of Angels" were incorporated into the design of the LA28 bid logo. Wasserman deemed it a "fresh take on our historical imagery."
The logo appropriately is a figure of a soaring angel. Its outstretched arms and legs glistening in the rays of the sun that emanates from a sparkling point of light at the figure's heart. The vibrant colors are inspired by a palette often seen in the Los Angeles sky at dawn and sunset.
"The soaring figure of the logo is a symbol of athletes reaching for their dreams, the original Spanish name for Los Angeles 'the City of Angels,' and the Angeleno spirit of optimism and progress that defines Southern California," LA28 described.
The LA28 bid logo and "Follow the Sun" slogan are an integral representation of the spirit of the Games and Los Angeles' historic undertaking in hosting the Olympics and Paralympics in 2028. LA28's bid marks will forever be enshrined within the Olympic and Paralympic movement and, now, the continuation of that brand has arrived.
THE UNVEILING OF 'STARS ALIGN'
In 2028, "Stars Align."
The official slogan of LA28 is about the greater-than-the-sum-of-its-parts magic that happens when preparation meets opportunity. "Stars Align" is both a rallying cry and an invitation for athletes from all over the world to compete on sport's biggest stage, volunteers to lend a hand and captive supporters from everywhere to cheer them on.
It's about creating something extraordinary—together.
"Los Angeles has always been a place where big ideas take shape, and the Games remind us what's possible when the world comes together. 'Stars Align' is a call to be part of that, whether you're an athlete who has trained for years, a volunteer welcoming the world, or a fan cheering from the stands," Wasserman said.
"Stars Align" is a perfect complement to the LA28 brand—one that includes a distinctive Look of the Games and unique emblem design—as a platform of infinite expression built to reflect the diversity of LA stories. "Stars Align" is a natural extension of "Follow the Sun" and equally encapsulates the essence of LA28.
The foundation of LA28's Look of the Games is the core graphic, inspired by Southern California's legendary superblooms. This phenomenon sees the region's deserts, valleys and cliffs blanketed in colorful flowers, transforming the ordinary into moments of awe-inspiring beauty. The LA28 Superbloom is an infinite loop, comprised of 13 patterns called blooms, each a nod to the people, life and culture of Los Angeles, with the color palette rooted in the flowers and plants that make up the region's vibrant and diverse Californian landscape.
The LA28 brand is tied together with an official emblem for the Games. It's an emblem that allows for an exceptional spectrum of stories with an interchanging dynamic 'A'. It was designed to be a platform for creativity, self-expression and inclusion, representing all the diverse and unique aspects of Los Angeles and Angelenos.
The emblem extends to the community, with the dynamic 'A' allowing creators to bring their personal stories to life. Snoop Dogg, Billie Eilish and Allyson Felix are among the creators who have contributed unique 'A' designs for LA28 in celebration of the Games.
For "Stars Align," the slogan debuts in a campaign spot set to "Can't Stop" by the Red Hot Chili Peppers, a band with deep roots in Los Angeles. The film pairs the city's scenery and iconic venues, with unforgettable Olympic and Paralympic highlights from across the history of the Games.
"We wanted 'Stars Align' to feel like Los Angeles: bold, optimistic and a little cinematic. This film is just the beginning," said LA28 Chief Marketing Officer Alex Merchan. "Over the next two years, the slogan will come to life through the athletes, communities and stories that make these Games what they are."
From "Follow the Sun" to "Stars Align," the story of LA28 continues to be written.
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