LA28 unveils 'LA in Full Bloom' visual identity for 2028 Olympic and Paralympic Games

LA28 revealed a new visual identity called "LA in Full Bloom" during a presentation at the Intuit Dome, inspired by Southern California superblooms and the Bird of Paradise. Organizers said the colorful patterns will appear on staff credentials, uniforms and signage for the 2028 Olympic and Paralympic Games.

LA28 organizers unveiled the visual identity for the 2028 Olympic and Paralympic Games at a "Look at the Games" presentation held at the Intuit Dome. The theme, called "LA in Full Bloom," is an homage to Southern California superblooms of wildflowers. Organizers said the designs use bright colors influenced in part by the Bird of Paradise, the official flower of Los Angeles, and aim to reflect the region's geography, cultures and neighborhoods. They said the patterns will be used across Games materials and venues, including staff credentials and uniforms. Key points: - The "LA in Full Bloom" identity was presented at the Intuit Dome during a LA28 event. - Organizers described the superbloom as a 10-to-15-year phenomenon that produces vibrant wildflower displays in Southern California when conditions align. - Ric Edwards, LA28 vice president of brand design, said the Superbloom mirrors the spirit of the Olympic and Paralympic Games, as reported by organizers. - The visual identity incorporates bright colors and draws partial influence from the Bird of Paradise flower. - Patterns will appear on items related to the Games such as staff credentials, uniforms, and stadium and venue signage. - LA28 noted more information on the design process is available on the organization's YouTube channel. Summary: The new visual identity will shape the look of Games-related materials and venues and is intended to reflect Los Angeles' natural and cultural character. Undetermined at this time.