California superbloom is the phenomenon by which thousands of wild flowers and plants germinate in deserts and hillsides, creating blankets of color, as a result of a high volume of winter rains. The vibrant landscapes emerging in the region as a result have inspired the visual identity of the 2028 Olympic and Paralympic Games, which will take place in Los Angeles.

“LA in full bloom” is the concept that articulates the image created by the design team of the organizing committee, which will define the graphic patterns and color palettes that will characterize all the aesthetic aspects of the next edition of the international sports competition.

Beyond the fact that superflowering is a phenomenon specific to the place where the tournament will be held, and therefore, it conveys the personality of Los Angeles, the concept also has parallels with the sports world. The organization assures that, as it occurs approximately once every decade, it reflects the spirit of the Games.

“Athletes train their entire lives for a moment on the biggest sporting stage. When the conditions are right, everything falls into place and something extraordinary happens.“Ric Edwards, Vice President of Brand Design and Executive Director of Design at LA28, commented in a statement. “That sense of anticipation, energy and the culmination of the many moments that have brought you here is what inspired our image of the Games”.

The image of LA28

Thus, the “Look of the games”, as the image of each edition is called, has been designed to reflect the diversity of the stories of Los Angeles. The identity comes to life in an immersive and colorful system that will convey the essence of summer in the Californian capital in all its splendor.

As explained by LA28, the basis of the system is a main graphic, inspired by super-flowering, which poses an infinite loop, composed of 13 patterns that evoke floral shapes, each one with a different color palette. It is presented as a tribute to the people, life and culture of the city.

For its part, the color palette that makes up the visual identity is inspired by flowers and plants native to California. The various hues are organized into four bright, rich color families—poppy, scarlet linen, bluebell, and sagebrush—all sourced directly from the official flower of Los Angeles: the Bird of Paradise.

On the other hand, the graphic system includes four unique fonts inspired by the street signage of Los Angeles, with the intention of capturing the diverse and vibrant spirit of the city. All of them are combined in dynamic and attractive designs, which seek to convey the expressiveness of the region.

To provide dynamism to the image, the design team has created a system based on rows and grids, in such a way that a modular design has been shaped that allows it to be combined in different ways for greater flexibility and scalability.

An image inspired by diversity and tradition

From LA28 they defend that the result is a visual identity as vibrant and complex as Los Angeles itself, and that seeks to make everyone feel welcome, from international athletes and fans to the city’s residents. “We wanted the design to reflect the essence of Los Angeles“said Geoff Engelhardt, Director of Brand Design at LA28. “Los Angeles is a city of incredible creativity, at the intersection of sport and entertainment, and the Games will bring the world together here in 2028. By combining abstraction and emotion, we create something that people can interpret in their own way and see themselves reflected in.”.

Additionally, the visual identity has been created to pay tribute to the link between Los Angeles and the Olympic Games. According to those responsible, the designers have studied previous editions, including Los Angeles 1984. “We were inspired by the spirit of the Los Angeles Games of the past“Adds Engelhardt.”Both the 1932 and 1984 Games were bold, optimistic, Californian and overflowing with joy. We wanted to convey that same energy, expressed in a visual language that feels clearly current.”.

The image will be implemented in competition venues, athlete and fan environments, city-wide facilities and digital experiences. The way in which this visual identity will be materialized is presented in a video in which those responsible for the design share the keys to the creative process.

The sound logo of the Olympic Games

In parallel with the presentation of the LA28 image, the International Olympic Committee has launched the first sound brand of the Olympic Games, which interprets the Olympic rings in audio. It has been created from the heartbeats of the global Olympic community, with the participation of athletes and fans, reflecting the emotion and human connection of the tournament in a unifying sound.

The phonotype is the result of combining hundreds of real heartbeats from across the Olympic Movement, including those of champions Abhinav Bindra (shooting, India), Alistair Brownlee (triathlon, Great Britain), Allyson Felix (athletics, United States), Jessica Fox (canoeing slalom, Australia) and Martin Fourcade (biathlon, France).
The sound identity, designed to boost Olympic brand recognition, was used for the first time during the Milan Cortina 2026 Olympic Winter Games.