2028 Olympics branding draws on California superbloom. See the designs

The 2028 Olympics and Paralympics will have a definite California spring vibe.

On Monday, the organizing committee announced an official graphic patterns and color palettes inspired by California superblooms — the unofficial term for an explosion of color that, in ideal conditions, decorates hillsides after particularly wet fall and winter seasons. The bright floral branding will appear on venues, fan areas, signs, digital platforms and broadcast presentations during the 2028 Olympics and Paralympics.

“The Superbloom mirrors the spirit of the Olympic and Paralympic Games,” said Ric Edwards, LA28 vice president of brand design and executive design director. “Athletes train their entire lives for a moment on the greatest stage in sports. When the conditions are right, everything comes together and something extraordinary happens. That feeling of anticipation, energy and the culmination of the many moments that led them here is what inspired our Look of the Games.”

At the center of the concept’s color palette is Los Angeles’ city flower — the Bird of Paradise. The theme includes a core graphic built around 13 individual blooms, designed to represent different elements of Los Angeles.

“We wanted the Look to feel like Los Angeles itself,” said Geoff Engelhardt, LA28 head of brand design. “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. By embracing abstraction and emotion, we created something people can interpret in their own way and see themselves reflected in.”

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The package features a typographical style drawn from Los Angeles’ streets, including strip malls and hand-painted signs.

Images: See venues planned for the 2028 Los Angeles Olympics

When are the 2028 Los Angeles Olympics?

The Olympics will return to Los Angeles for an historic third time in 2028.

The LA 2028 Olympics Opening Ceremony is July 14, 2028 with competition through July 30, 2028. The LA28 Paralympic Games will kick off Aug. 15, 2028 and close Aug. 27, 2028. 

The organizing committee has released a first look at the competition schedule. Field hockey, basketball, rugby sevens, water polo, handball and cricket will be the first sports to kick off the competition on July 12, two days before the Opening Ceremony.

The first full date of competition, designated Day 1, is July 15. The order of events includes a twist for 2028 with track and field and swimming swapping their typical schedules. Track and field will compete at Los Angeles Memorial Coliseum in the first week of the Olympics schedule with swimming moving to the second week at SoFi Stadium.

The marathons will still be on the final weekend.

The first medal will be awarded in triathlon on Day 1 in Venice Beach. July 29, or Day 15, will be the busiest day on the podium with 16 gold and bronze events in team sports and 19 individual medal events.

Los Angeles Memorial Coliseum in Exposition Park and SoFi Stadium in Inglewood will host the opening ceremony in a duel-venue celebration. The Paralympic opening ceremony will be at SoFi Stadium with the closing ceremony at the Coliseum.

New for the 2028 Olympics

The program approved for 2028 has 22 more medal events than Paris 2024 at 351.

Mixed team events added for 2028 include artistic gymnastics, athletics (4×100 mixed gender relay), golf, archery (compound bow), coastal rowing beach sprint and table tennis. The competition format for the new artistic gymnastic mixed team event will be finalized and announced at a later date.

The medal competition includes expansions to the field of women’s soccer and water polo event, a new women’s boxing weight class, an expanded 3×3 basketball field, and more medal events in swimming and sport climbing.

Flag football will make its Olympic debut in 2028 and lacrosse will return to the lineup of medal sports for the first time in more than a century. Baseball and softball will make their Olympic comeback, and cricket also will be part of the lineup.

See the full list of medal events here.