LA28 debuts 'LA in full bloom', the official Look of the Games

With just over two years to go until the world’s best athletes gather in Los Angeles, the LA28 Organising Committee has introduced the official Look of the Games, a visual identity inspired by the concept of LA in full bloom. Rooted in one of nature’s most spectacular phenomena, the California Superbloom, the design uses vibrant patterns and colour palettes to showcase the region in a bold and colourful way.

The Look of the Games is centred on the concept of the Superbloom, a rare and electric occurrence in which dormant wildflower seeds, awakened by just the right conditions, explode across hillsides, valleys and deserts in cascading waves of color. Coming approximately once a decade, the Superbloom is a brilliant visual experience, unique only to climates like Southern California in the USA.

The LA28 Paralympic Games will take place from 15-27 August 2028, marking the first time the Paralympics are held in Los Angeles.

Prepare to experience LA in full bloom—the LA28 Look of the Games is here! 💐 🌸 🌹Get to know the #LA28 Superbloom and the vibrant design system that will breathe energy and color into every moment of the 2028 Olympic and Paralympic Games. ​

📺 https://t.co/mBrqNEDZqq

— LA28 (@LA28) March 23, 2026

LA in full bloom

As preparations continue, the Look of the Games will appear across competition venues, athlete and fan environments, citywide installations and digital experiences. 

“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 sports. When the conditions are right, everything comes together and something extraordinary happens. That feeling of anticipation, energy and the culmination of the many moments that led them here is what inspired our Look of the Games.”

The visual identity draws on the characteristics of the city itself: vivid, sunbaked, unapologetic.

The Bird of Paradise, the official flower of LA, inspired the primary colourways used in the Look of the Games. The 13 blooms that make up the full Superbloom are inspired by the people, cultures and landscapes of LA. Its energetic warmth is meant to make everyone feel welcome. 

“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, sitting at the intersection of sport and entertainment, and the Games will bring the world together here in 2028. By embracing abstraction and emotion, we created something people can interpret in their own way and see themselves reflected in.”

The Look of the Games was engineered to work at every scale, from a stadium facade visible from a helicopter to a credential worn around an athlete's neck.

Graphics were built on a precise grid, with visual density reduced closest to fields of play to keep athlete focus unimpeded.

The typographic style draws directly from the streets of Los Angeles, from strip malls to hand-painted signage. This connection to the city’s everyday commercial vernacular grounds LA28’s identity in an authentically local visual language. The palette was calibrated for Los Angeles' distinctive natural light from dawn through stadium night. From century-old venues like the LA Memorial Coliseum to the region's state-of-the-art stadiums, the design adapts to each environment while complementing the architecture and legacy it inhabits.

In developing the Look, the LA28 design team studied past Game to understand where tradition should guide and where innovation could push. The result honors what came before, while staking out something entirely its own, including an early launch, giving Games stakeholders maximum lead time to integrate the Look into their own materials.