2028 LA Olympics visual concept inspired by California superblooms

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Designers for the 2028 Los Angeles Olympic Games looked to nature for inspiration when coming up with a visual concept for the event.

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The Olympics on Monday announced the “Look of the Games” — and it came with a burst of colors, inspired by California’s superblooms. 

The concept, “LA in full bloom,” is centered on the “rare natural phenomenon where dormant wildflower seeds burst into color across Southern California, transforming the landscape." 

Ric Edwards, LA28's vice president of brand design, said the rare occurrence “mirrors the spirit of the Olympic and Paralympic Games.”  

“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,” Edwards said in a news release. “That feeling of anticipation, energy, and the culmination of the many moments that led them here is what inspired our Look of the Games.” 

In addition to the superblooms, the designers also looked to history. 

“We were inspired by the spirit of LA Games past,” Geoff Engelhardt, LA28's head of brand design, said in a news release. “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.” 

The “look” will be featured on everything “from the smallest pin to a giant stadium,” Edwards said in a video announcing the concept. 

“Every host city gets to make their mark in the movement by creating their own ‘Look of the Games,’” Edwards said. “This is a design system that brings life into the way those games are experienced.” 

The LA28 brand 

The LA28 brand is meant “to reflect the diversity of LA stories." 

“We wanted the look to feel like Los Angeles itself,” Engelhardt said. “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 brand is made of four elements: a core graphic, typeface, color, and layout. 

The core graphic, which was inspired by the Golden State’s superblooms, is the foundation of the "look."

“Our superbloom design system is an infinite loop, comprised of 13 patterns we call blooms,” Edwards said. "Each a nod to the people, life, and culture of Los Angeles, from food to first people, natural features to feature films, and the stages and sites of the city.”

The next element is the design’s multiple typefaces, inspired by Los Angeles street signage. 

“We created four unique typefaces, meant to be stacked and combined, into energetic and exciting layouts as expressive as they are quintessentially LA,” Edwards said. 

For color, designers drew inspiration from the city’s landscape and, specifically, its official flower: the bird of paradise. 

“Our four bright and bold color families are pulled directly from its blooms,” Edwards said. 

The color families include poppy, scarlet flax, bluebell and sagebrush. 

Lastly, the superbloom sits on a 12-row grid, a system meant to be an homage to “LA’s vast, multi-layered landscape.” 

“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,” the designers said. 

What to know about the 2028 Olympic and Paralympic Games in Los Angeles 

The LA28 Olympic Games will be held in Los Angeles from July 13 to July 30, 2028. 

“Set against a diverse collection of venues only Southern California can deliver, from the Pacific Ocean to Hollywood stages to world-class arenas, Los Angeles will become the third city ever to host three Olympic Games, following 1932 and 1984, and will also host its first ever Paralympic Games,” according to the LA28 Olympic Games website. 

The games will feature more than 55 Olympic and Paralympic sports, 800-plus events, and over 3,000 hours of live action, according to the website. 

Some historic milestones for the games include “becoming the first Olympic Games in history to allocate more quota spots to women athletes than men, the debut of new Olympic and Paralympic sports, and becoming the first Games since 1948 not to build any new permanent infrastructure,” the website says. 

This article originally appeared on Palm Springs Desert Sun: 2028 LA Olympics visuals revealed, inspired by California superblooms

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