Los Angeles unveiled its official visual identity and slogan, “Stars Align,” for the 2028 Summer Olympics and Paralympics, showcasing a dynamic emblem and a design framework built on local typography and desert flora. Awarded the Games back in September 2017, the city is set to become only the third to host the event three times, following London and Paris, with previous hosting duties in 1984 and 1932.
Drawing inspiration from Southern Californian superblooms
The aesthetic approach for the upcoming Games draws heavy inspiration from Southern Californian superblooms, when the desert bursts into life with vibrant floral displays. Ric Edwards, VP of Brand Design and Look for LA 2028, described the brand as a platform of infinite expression to reflect the diversity of LA stories. Color forms a central pillar of this identity, broken down into 13 patterns or blooms tied to integral community and cultural components of the city.
Complementing these color blooms are four unique typefaces developed from urban typographic designs, including elements found on strip malls and hand-painted signage. For the first time, the LA28 emblem will be dynamic. The “L,” “2,” and “8” are represented by three distinct typefaces, while the “A” cycles through various graphical representations drawn from the cityscape.
Did You Know? Los Angeles was officially awarded the 2028 Summer Olympics and Paralympics in September 2017, making it only the third city to host the Games three times after London and Paris.
Meeting intense public scrutiny for Olympic design
Olympic design carries significant cultural expectations, often inviting intense public scrutiny. Past iterations experienced varied receptions, from London 2012 facing criticism from taste police to Rio 2016 adopting a cartoonish style, and Tokyo 2020 feeling muted due to pandemic delays. Paris 2024 later raised the bar under director of design Joachim Roncin by balancing bold graphics with cultural sensitivities.
The new LA28 visual framework aims to capture the massive scale and complexity of one of America’s most diverse cities. The branding also honors the workforce driving the event forward. Alex Merchán, Chief Marketing Officer for LA28, emphasized that no one makes the Games alone, noting that athletes, volunteers, small businesses, and fans all contribute to the collective moment.
By rooting the design in local typography and regional geography like desert superblooms, LA28 establishes a distinct local flavor that sets it apart from previous host cities.
Strengthening immediate brand recognition with music
Alongside the logo and slogan reveal, a short brand film debuted soundtracked by the Red Hot Chili Peppers song “Can’t Stop.” While a familiar musical choice, the track aims to strengthen immediate brand recognition as preparations continue. Analysts expect the visual elements and community blooms to feature prominently across the city as the opening ceremony draws closer.
Frequently Asked Questions
When was Los Angeles awarded the 2028 Summer Olympics?
Los Angeles was officially awarded the 2028 Summer Olympics and Paralympics in September 2017.
What are the previous years Los Angeles hosted the Olympics?
Los Angeles previously hosted the Olympic Games in 1932 and again in 1984.
What is the official slogan for the LA28 Games?
The official slogan unveiled for the upcoming Games is “Stars Align.”
How do you think the dynamic typography and community-driven design patterns will resonate with visitors and local residents during the 2028 Games?
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