LA28 has revealed the official “Look of the Games” for the Los Angeles 2028 Olympic Games and Paralympic Games, introducing a bold and colorful visual identity inspired by the natural phenomenon of the California Superbloom.
The concept, titled “LA in Full Bloom,” reflects the energy, diversity and creativity of Los Angeles. Drawing from the rare moment when wildflowers bloom across Southern California landscapes, the design symbolizes the culmination of athletes’ journeys as they come together on the world’s biggest sporting stage.
The visual identity features vibrant colors inspired by the Bird of Paradise, the official flower of Los Angeles, and includes a series of graphic “blooms” representing the city’s people, cultures and landscapes. Designed to be adaptable across venues, city installations and digital platforms, the Look of the Games will be visible throughout Los Angeles in the lead-up to 2028.
For the International Shooting Sport Federation, the announcement marks another milestone on the road to LA28, where shooting competitions in pistol, rifle and shotgun will bring together the world’s best athletes in the Olympic Games.
The Look of the Games will be progressively introduced across competition venues and fan environments as Los Angeles prepares to welcome the world.
For more information, visit the official LA28 website.