LA28 Olympics: New ‘Superbloom’ Look Revealed for 2028 Games
Los Angeles unveiled its official visual identity for the 2028 Olympic and Paralympic Games on Monday, drawing inspiration from the vibrant phenomenon of the California Superbloom. The branding, dubbed “LA in Bloom,” aims to capture the spirit of the region and the dedication of athletes competing on the world stage.
The concept centers on the rare natural occurrence where wildflower seeds, lying dormant in the ground, burst into full bloom following periods of significant rainfall, transforming the Southern California landscape into a colorful spectacle. Organizers spot a parallel between this natural event and the Games themselves.
“Superbloom reflects the spirit of the Olympic and Paralympic Games,” said Ric Edwards, LA28 Vice President of Brand Design and Executive Design Director. “Athletes spend their entire lives training for a moment on sport’s biggest stage. When the conditions are right, everything comes together and something extraordinary happens. That sense of anticipation, energy and culmination of the many moments that brought them here is what inspired our look at the Games.”
The color palette for the Games’ branding is rooted in the Bird of Paradise, the official flower of Los Angeles, reflecting the city’s diverse and creative culture. Thirteen different flowers are incorporated into the design, symbolizing the people and communities that define the region, according to LA28 officials.
Geoff Engelhardt, Head of Brand Design at LA28, explained the intention behind the aesthetic. “We wanted the look to reflect the feel of Los Angeles itself,” he said. “LA is a city of incredible creativity that combines sports and entertainment, and the Games will bring the world together here in 2028. By incorporating abstraction and emotion, we have created something that everyone can interpret and identify with in their own way.”
The “Look of the Games” will be integrated throughout the event, appearing on venues, athlete accreditations, signage, digital platforms, and broadcast presentations. The design likewise serves as a nod to Los Angeles’ previous Olympic history, specifically the 1932 and 1984 Games, which organizers described as “bold, optimistic, Californian and full of carefree joy.”
Engelhardt added, “We were inspired by the spirit of Los Angeles games past. We wanted to carry that emotional energy forward and express it in imagery that was firmly rooted in the here, and now.”
The LA28 Olympic Games are scheduled to open on July 14, 2028, with competition continuing through July 30, 2028. The Paralympic Games will follow, beginning on August 15, 2028, and concluding on August 27, 2028. The Opening and Closing Ceremonies will be held at a dual-venue celebration at the Los Angeles Memorial Coliseum and SoFi Stadium.