LA28 Reveals Floral Visual Identity for 2028 Olympics

LA28 has officially unveiled its floral-inspired visual identity for the 2028 Olympics, which will take place in Los Angeles. This design system is intended to reflect the city's landscape, neighborhoods, and cultural character.

The visual identity will be showcased across competition venues, fan areas, and citywide installations, as well as on digital platforms and during broadcasts. The concept, referred to as "superbloom," symbolizes a burst of wildflowers that blanket Southern California following periods of rain.

The core graphic is built around 13 individual blooms, each representing different elements of Los Angeles, including its entertainment, culture, neighborhoods, and native landscapes. The color palette draws from the bird of paradise flower and includes four families: poppy, scarlet flax, bluebell, and sagebrush, evoking the region's terrain.

The typography is inspired by Los Angeles street signage. The design was developed in collaboration with the design studio Koto and was unveiled two years ahead of the Olympic opening ceremony, allowing partners and stakeholders time to incorporate the branding.

Los Angeles will host the Olympics for the third time, having previously done so in 1932 and 1984, and will host the Paralympics for the first time.