LOS ANGELES, March 23 (Xinhua) -- With a little over two years to go until the Los Angeles 2028 Olympic and Paralympic Games, organizers on Monday unveiled its official "Look of the Games," a visual identity centered on the concept of "LA in full bloom."
The design draws inspiration from the California Superbloom, a rare natural phenomenon in which dormant wildflower seeds burst into color across hillsides, valleys and deserts, typically occurring once a decade in Southern California's climate.
"The Superbloom mirrors the spirit of the Olympic and Paralympic Games," said Ric Edwards, LA28 vice president of brand design and executive design director. "Athletes train their entire lives for a moment on the greatest stage in sport. When the conditions are right, everything comes together and something extraordinary happens. That feeling of anticipation, energy and culmination is what inspired our Look of the Games."
The visual identity takes its palette from the Bird of Paradise, the official flower of Los Angeles, which informs the primary color schemes used throughout the design. A set of 13 blooms forms the wider Superbloom concept, intended to reflect the people, cultures and landscapes of the city.
"We wanted the Look to feel like Los Angeles itself," said Geoff Engelhardt, LA28 head of brand design. "LA is a city of incredible creativity at the intersection of sport and entertainment, and the Games will bring the world together here in 2028."
The typographic style draws on visual elements from the streets of Los Angeles, aiming to ground the identity in a distinctly local language. The color palette was also calibrated to reflect the region's natural light, from early morning through to night-time competition settings.
In developing the design, the LA28 team studied previous Olympic and Paralympic editions, including the 1932 and 1984 Los Angeles Games, to balance tradition with a more contemporary approach.
"We were inspired by the spirit of LA Games past," Engelhardt added. "Both the 1932 and 1984 Games were bold, optimistic and unapologetically joyful. We wanted to carry that same feeling forward in a way that reflects today."
The visual identity will be introduced progressively across venues, fan zones, citywide installations and digital platforms as Los Angeles prepares to host the Olympic Games from July 14 to 30 and the Paralympic Games from August 15 to 27, 2028. ■
