The Olympic and Paralympic Games LA28 are starting to take bloom ? Superbloom, that is ? with the unveiling Monday (23 March) of the official Look of the Games, a bold visual identity inspired by the California Superbloom.

Named ‘LA in full bloom,’ the concept is based on the rare natural phenomenon where dormant wildflower seeds burst into colour across Southern California, transforming the landscape.

For LA28, that felt like a fitting parallel to the Games.

“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.”

Featuring a colour palette inspired by the Bird of Paradise, LA’s official flower, the design leans into Los Angeles’ layered and creative culture. Thirteen blooms reflect the people and community that shape the area.

“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.”

The Look of the Games will be everywhere at LA28: from stadium facades to athlete credentials and everything in between.

It is also a nod to the city’s strong Olympic history.

“We were inspired by the spirit of LA Games past,” Engelhardt added. “Both the 1932 and 1984 Games were bold, optimistic, Californian and unapologetically joyful. We wanted to carry that same emotional frequency forward, expressed in a visual language that feels distinctly of today.”