It’s always important to look forward, particularly at a time when the certainties of the past are under threat. This morning we can enjoy the new branding around the Los Angeles Olympic and Paralympic Games scheduled to take place in Los Angeles in 2028.
Launching the official journey to the Olympic and Paralympic Games Los Angeles 2028, the Local Organising Committee has unveiled its Games emblem with stories that celebrate sport, art and the city’s unique community.
Recognising that no one illustration could express all that Los Angeles and the Games represent, athletes, artists and advocates collaborated as LA28 creators in the development of the LA28 emblem, bringing their personal stories and dreams to life through their individual interpretations of LA.
From sport, they include Gabby Douglas and Michael Johnson while Billie Eilish, graffiti artists and tattoo artists have also been consulted and made their contributions.
A strong and bold L, 2 and 8 serve as the foundation for both the Olympic and Paralympic emblems, with individual stories expressed through a dynamic and ever-changing “A”.
“They are inspired by the infinite possibilities Los Angeles represents, honouring creativity, diversity, self-expression and inclusion,” said the launch statement.
“There has never been a more important time to give rise to athlete voices,” said LA28 Chairperson Casey Wasserman. “Sports are a special part of our global culture, connecting people and fans across communities and around the world. The LA28 Olympic and Paralympic Games will be a platform for individual stories of triumph, heartbreak and opportunity as we recognise and revere humanity’s diversity and dreams for the future.”
Ahead of the Games, thanks to support from the IOC, LA28 is investing $160 million in youth sport across Los Angeles, making it more accessible for kids, particularly in under-resourced communities. There are bound to be lessons learned for other urban settings in terms of how that is achieved.
