THE LA28 LOOK OF THE GAMES
Each Olympic and Paralympic Games has a unique visual identity known as the Look of the Games. This is the design system that breathes life into the way those Games are experienced—coloring the city, stadiums, signs and so much more.
The LA28 brand is a platform of infinite expression built to reflect the diversity of LA stories. Our Look of the Games ups the ante, weaving together dynamic pieces of the LA experience into an immersive, colorful system ensuring that in the summer of 2028, LA will be in full bloom. Learn more about the LA28 Look of the Games below.
INSPIRED BY THE SUPERBLOOM
Core Graphic
The foundation of our Look of the Games is the core graphic, inspired by Southern California‘s legendary superblooms. This phenomenon sees our 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 we call blooms, each a nod to the people, life and culture of Los Angeles.
INSPIRED BY LA STREET SIGNS
TYPEFACE
Our Look of the Games features four unique typefaces, inspired by LA street signage, capturing the city’s diverse and vibrant spirit. In a nod to the mixed fonts of stacked signs, we stack and combine our fonts into energetic and exciting layouts, as expressive as they are quintessentially LA.
INSPIRED BY THE BIRD OF PARADISE
Color
The color palette filling in the 13 blooms is rooted in the flowers and plants of Los Angeles that make up the region’s vibrant, diverse and distinctly Californian landscape. Our four bright and bold color families—Poppy, Scarlet Flax, Bluebell and Sagebrush—pull their pigment directly from the official flower of Los Angeles: the Bird of Paradise.
INSPIRED BY THE CITY
Layouts
Derived from LA’s vast, multi-layered landscape, the Superbloom sits on a 12-row grid. The grid system allows for scalability and flexibility at different vantage points, creating the building blocks of a flexible and modular layout system that can be mixed and matched for maximum impact.
