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Volume 27 No. 26
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LA28 Launches Official Logos For Olympic Games

LA28 has launched its official logos for the 2028 Summer Games. Organizers have innovated upon the traditional approach by rolling out a wide-ranging series of unique logos; the "L," "2" and "8" are static across all versions, but various iterations of the "A" are intended to reflect the city’s diversity and allow for dynamism over the eight-year run-up to the Games.

"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," said LA28 Chair Casey Wasserman. "We love the opportunity to share incredible stories from the diverse nature of Los Angeles through this platform." Wasserman added that the process began about 18 months ago and had been completed by around the end of last year.

The initial round of 26 logos were designed in concert with athletes, artists and activists. Creators include current and former 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 like actress Reese Witherspoon, singer Billie Eilish, streetwear entrepreneur Bobby Hundreds and graffiti artist Chaz Bojórquez.

LA28’s branding is overseen by CMO Amy Gleeson, and creative partners on the emblem design process included Nike’s design team, Works Collective and Stink Studios. 

The expectation is that all official logos will be available on official merchandise, and fans will also be able to design their own versions of the LA28 logo. Per Wasserman, the logo is “limitless both in creation and ultimately consumer products.” Though he didn’t share details, Wasserman indicated that future logo releases are in the works.

"Suffice to say there are lots of plans in place for next eight years, some more specific than others," said Wasserman. "This is the beginning of the journey, and that journey will clearly continue and evolve through the next eight years. We have lots of ideas of what the next few phases are going to be." Wasserman also teased that, in addition to today’s digital launch, LA28 will soon be rolling out versions of the logo throughout L.A.