New Delhi: Los Angeles 2028 Olympics organisers have unveiled a floral-themed official visual identity for the event, keeping in mind the American city’s landscape and cultural character.
The design is based on a California superbloom, denoting the phenomenon of proliferation of wildflowers across hills, valleys and deserts every 10-15 years.
The graphic patterns and colour palettes will be used across competition venues, staff uniforms, fan areas, citywide installations, signage, digital platforms and broadcast presentations during the Games.
“We wanted the look to feel like Los Angeles itself. It’s high energy, optimistic, and most importantly, welcoming. We are welcoming the world in 2028 to the biggest and greatest party it has ever seen,” Geoff Engelhardt, LA28 head of brand design, said in a statement.
“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. It was a great turning point for us when we developed this color palette.”
Introducing the LA28 Superbloom Collection, a new merch drop to celebrate the launch of the LA28 Look of the Games. Featuring the bold and dynamic fonts and colors of our new visual identity, every piece is designed to bring the Superbloom to life. 💐
Shop the collection here:… pic.twitter.com/508KvnzwHY
— LA28 (@LA28) March 23, 2026
The design was formalised after a study of past Olympic and Paralympic Games, and primary colours were drawn orange Bird of Paradise, the city’s official flower, and the 13 blooms that constitute the full superbloom.
“We’re inviting the world to this space and the colors that we pulled from our beautiful, official flower of the city reflect that,” said Ric Edwards, LA28 Vice President of Brand Design and Executive Design Director.
“We’ve got 40 plus venues that we need to design and these colors transmit different moods. We’re going to use that to tell our overall story.”
The colour palette will be in use in LA28 merchandise as well.
“This is just the first step. We’re going to take this look, our colors, our type system, and our blooms and start building an amazing licensing offering for all fans and athletes to take pride in,” Engelhardt said.
The Games’ licensed partners will incorporate the design lead as Los Angeles prepares to host the Olympics for a third time in 2028, after 1932 and 1984.