03-23-2026FUTURE OF SPORTS

A first look at the vibrant branding for the 2028 Los Angeles Olympics

The designers behind LA28 reveal the superbloom-inspired look that’s coming to TV screens, stadiums, and L.A. streets.

It’s still more than two years until the cauldron lights up for the 2028 Summer Olympics in Los Angeles, but we now know what the multibillion-dollar global sports spectacle will look like. The design team at LA28, the local organizing committee for the games, has given Fast Company a preview of the concepts and visuals that will guide the look and feel of the 2028 Olympics.

The design approach is conceptually based on the superbloom, a natural phenomenon sometimes experienced in Southern California when an unusually wet winter leads to an explosively colorful spring bloom of wildflowers. The LA28 design approach uses bright, almost neon tones and an abstract graphic that will become the basis for the design of everything from stadium decorations to event........

© Fast Company