The Olympic and Paralympic Games of Los Angeles 2028 are beginning to take shape not only from a sporting perspective, but also from a symbolic one. With the unveiling of its official image, LA28 takes a key step in building an identity that seeks to represent far more than just an event: a collective emotion. Under the concept “Los Angeles in full bloom,” the organization is betting on a visual proposal inspired by California’s superbloom, a natural phenomenon that transforms the landscape in an unexpected and vibrant way.

The choice of this concept is no coincidence. The idea of an explosion of life and color emerging after a long period of waiting directly connects with the athletes’ experience and the spirit of the Games. The visual identity thus becomes a metaphor for accumulated effort, invisible processes, and that unique moment when everything comes into bloom. It is a narrative that connects the human with the natural, aiming to resonate with both those who compete and those who watch.

A natural metaphor for the highest moment in sport

The superbloom, the phenomenon that inspires LA28’s image, occurs when conditions are perfect for seeds that have lain dormant for years to bloom simultaneously, covering the landscape in color. This idea of synchronicity and explosion is what the creative team sought to translate into the Games. As explained by Ric Edwards, Vice President of Brand Design, the parallel with athletes is clear: years of preparation for a decisive moment on sport’s biggest stage.

In this sense, the visual identity aims to be not only aesthetic, but also emotional. It reflects the anticipation, the contained energy, and the culmination of personal journeys that converge at a single point. It is a way of telling the story of sport from a more intimate perspective, where each achievement is the result of a long, quiet, and deeply human process that ultimately finds its moment to bloom.

A city expressed through color and diversity

The visual proposal also draws from the essence of Los Angeles as a city. The color palette, inspired by the bird of paradise flower —a local symbol— reflects a vibrant, diverse, and creative identity. The thirteen flowers that make up the design represent the communities that shape the city, bringing together in a single narrative the cultural multiplicity that defines this territory.

For Geoff Engelhardt, LA28’s Brand Design Director, the challenge was to capture that unique intersection between sport and entertainment that defines Los Angeles. The use of abstraction allows each person to interpret the image through their own experience, creating a more personal connection with the Games. This aesthetic will not remain conceptual, but will extend across all spaces: from stadium façades to athlete credentials, wrapping every experience in a unified visual language.

At the same time, the identity engages with the city’s Olympic history. The 1932 and 1984 Games marked eras with their bold and optimistic character, and that legacy is now reinterpreted through a contemporary lens. The aim is to maintain that same energy, but translated into a modern visual language capable of reflecting both the present and the cultural evolution of Los Angeles.