THE NEW LA OLYMPICS BRANDING IS BLOOMING BEAUTIFUL
The 2028 Summer Olympics branding introduces a vibrant and flexible visual identity inspired by Los Angeles' diversity, blending custom typefaces, bold color palettes drawn from local flora, and a central “superbloom” concept that symbolizes moments of peak achievement when conditions align. Building on past Olympic traditions—especially the 1984 Summer Olympics—the design system emphasizes creativity, emotion, and inclusivity, allowing the look to evolve while reflecting both the city's cultural energy and the global spirit of the Games.