Los Angeles just got its first real taste of how the city will look when the world shows up in 2028, and subtle is not on the mood board. Designers for the 2028 Olympic and Paralympic Games have rolled out a bright, wildflower-inspired visual identity that leans hard into neon hues, layered abstract shapes, and California superbloom energy. On Monday, LA28 unveiled the official "Look of the Games," a sprawling system of graphic patterns and color palettes destined to cover venues, fan zones, and broadcast sets. The core artwork centers on 13 stylized blooms with primary colors pulled from the Bird of Paradise, while the typography borrows from strip-mall lettering and hand-painted signs around the region. The idea is to wrap a global spectacle in everyday Angeleno visuals, from major stadium façades to neighborhood-style murals.
What LA unveiled
In a press release, LA28 described the identity as "LA in full bloom" and said the Superbloom concept "mirrors the spirit of the Olympic and Paralympic Games." The 13 individual blooms are meant to represent different facets of Los Angeles, with the palette tuned to the city’s distinctive light and anchored by the Bird of Paradise. The toolkit also includes a custom typographic approach pulled from the streets, aiming to give the Games a visual voice that feels recognizably local rather than imported.
Where you'll see it
According to LA28, the Look is set to cover competition venues, athlete and fan environments, citywide installations, and digital platforms, giving organizers and partners a long runway to weave it into the city before 2028. Local coverage from NBC Los Angeles notes that the Olympic Opening Ceremony is scheduled for July 14, 2028, with competition running through July 30, followed by the Paralympic Games from Aug. 15 to 27. That coverage also points out some schedule quirks that will shape how the Look shows up on screens, including track and field events during the first week at the Coliseum and swimming shifting to the second week at SoFi Stadium.
What Angelenos should expect
Designers built the system to function at every scale, from massive stadium wraps visible from the air to the credentials hanging around athletes’ necks, with the intensity dialed back near fields of play so the visuals do not distract from the action, LA28 said. "We wanted the Look to feel like Los Angeles itself," said Geoff Engelhardt, LA28's head of brand design, emphasizing that the team was aiming for a mix of tradition and experimentation. For residents, that will translate into murals, transit signage, and merchandise washing over neighborhoods well before the torch arrives, turning the city into a preview of its own Olympic broadcast.
