The 2028 Summer Olympics, officially the Games of the XXXIV Olympiad, will be held in Los Angeles, California, from July 14 to 30, 2028. It will be the third time Los Angeles hosts the Summer Olympics, following 1932 and 1984, and the first time the city hosts the Paralympic Games.[1]
The LA28 emblem was unveiled on September 1, 2020, by the LA28 organizing committee.[2] It is described by LA28 as the first ever-changing mark in Olympic history.[3]
Design and History
The LA28 emblem is built around a static, bold L, 2 and 8 that serve as the mark’s foundation, paired with a dynamic and animated “A” that is always evolving.[4] The organizing committee recognized that no single illustration could express all that Los Angeles and the Games represent, so athletes, artists and advocates collaborated as “LA28 creators” to bring their personal stories to life through individual interpretations of the “A.”[2]
The initial launch included 26 emblem versions designed in concert with athletes, artists and activists.[5] Contributors included Olympians Allyson Felix, Chloe Kim, Alex Morgan, Adam Rippon, Ibtihaj Muhammad, Gabby Douglas, Simone Manuel and Michael Johnson; Paralympians Lex Gillette, Scout Bassett and Oscar “Oz” Sanchez; and non-athletes such as actress Reese Witherspoon, singer Billie Eilish, streetwear entrepreneur Bobby Hundreds and graffiti artist Chaz Bojórquez.[5]
LA28 Chairperson Casey Wasserman explained the rationale behind the unconventional approach: “We struggled for a while with the tension between traditional emblems, in all of sports, which are static, and LA, which is a dynamic and changing city, and a journey that is eight years long.”[5] The process to create the emblem began about 18 months before the launch.[5]
The brand launch was a collaborative effort involving multiple creative partners, including Works Collective, Stink Studios, Media Monks, Cashmere Agency, Giant Spoon, Clàrus and the Nike Design Team.[6] Stink Studios led brand and content strategy efforts, created brand launch visual guidelines, shot 23 “A” Creator mini-docs and produced a heroic anthem film directed by Stink Films’ Eliot Rausch.[6]
Since the 2020 launch, the LA28 emblem campaign has released more than 40 unique emblems, capturing the stories of Angelenos, athletes, artists and activists.[7] By August 2024, the campaign had reached its 50th custom design.[8]
Meaning and Symbolism
According to LA28, the emblem was inspired by a city “where everyone is different and everyone belongs,” illustrating the strength of LA’s diversity and defying a singular identity.[4] The animated emblem is designed to evolve over time, reflecting the city’s spirit of limitless possibility.[4]
LA28 Chief Marketing Officer Amy Gleeson said: “Los Angeles is an infinite canvas that represents millions of people and hundreds of languages. No one mark could ever express all that Los Angeles and the Games represent. The best way to showcase the LA28 Games is by asking the community to share in the creation.”[4] The emblem is described as representing “a collection of voices, rather than a singular monument or landmark.”[4]
Individual “A” designs carry personal meaning for their creators. Four-time Olympic gold medalist Michael Johnson’s “A” is all gold, reflecting his focus on winning gold medals throughout his Olympic career.[9] Professional skateboarder Jagger Eaton’s design focuses on western culture and colors, celebrating both Arizona, his home state, and California, where he began his Olympic journey.[7]
Typography and Design
A custom typeface for the LA28 emblem was created by the type foundry MCKL, with design direction by Public Address (Chris Braden, Christa Muio and Elliot Vrendenburg).[10] The typeface references multiple “octagonal” sans serifs that represent the city, including lettering from the 1932 LA Olympics, the work of artist Ed Ruscha and the original Hollywoodland sign.[10] The fonts were designed to pair with the existing logo design system, which features unique “A”s created by Olympians, celebrities and other notable creatives.[10]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
