L.A. 2028 unveils dynamic Olympics logo


Although the Los Angeles 2028 Olympic Games can feel like ages away, the City of Angels Olympic and Paralympic Council unveiled on Monday its official logo — a vibrant, ever-changing picture that aims to reflect the inventiveness and decent diversity of Los Angeles from the perspective of Olympians such as Allyson Felix and Chloe Kim, as well as professionals such as Billie Eilish, Chaz Bojórque and Steven Harrington.

While comparing to the previous Olympic logos, the L.A. The image is ever-moving. It comprises of four key component parts, the letters “L” and “A” for Los Angeles, the numbers 28, the time of the games, and the rings, of course. While “L” and “28” remain steady, “A” progresses throughout all of, speaking to the characters and styles of different Los Angeles-based competitors and makers, including Olympic medalists professional skater Adam Rippon, snowboarder Kim, Olympic style sports master Felix and acrobat Gabby Douglas; Paralympian Scout Bassett; Olympic jovial fighter Chantel Navarro; Grammy-winning musician Eilish; YouTube star and late-night star Lilly Singh; artisan Harrington; spray painting skill sets Bojórquez; and artist and maker Reese Witherspoon.

In 2017, the International Olympic Committee agreed on an uncommon decision when it voted to offer the Summer Olympics of 2024 and 2028 at the same time, to Paris and Los Angeles respectively. The IOC decided on its decision, just after urban communities had been in tough competition for the 2024 games. Amy Gleeson, Chief Executive Officer of Los Angeles (LA28), says, “We’re in an exciting situation because we have an eight-year runway.” Obviously, the Tokyo 2020 Summer Olympics have been postponed until next year.

The logo of L.A. 2028 was developed for the “digital” generation. “We realised that our logo was supposed to represent the spirit of L.A., but also focus on the future,” Gleeson says. “How can we keep something new to make it easy for us to remain connected to others while we look to the horizon?

The organisation has collaborated with numerous creative accomplices on its collaborations, including L.A.-based Works Group, Stink Studios, Media Monks, Cashmere Agency and Giant Spoon, as well as Nike’s Design Team, since this stage until the Games.

The 2028 Summer Olympics is not the first time we’ve seen the vibrant logo which represents the City of Los Angeles. In 2017, 72andSunny unveiled the “LA First” initiative for the city to showcase its numerous suppliers and distributors. The logo comprised of a stretched-out LA that represented the ever-changing photographs and artwork of the City of Angels’ vibrant artistic culture. 72andSunny also collaborated for the city as she bid to be host to the 2024 Olympics.


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