The 2028 LA Olympics revealed an ever-changing emblem
Athletes and celebrities across Los Angeles helped create the 2028 Olympics logo and contributed their own versions of the "A" to create an ever-changing icon
The logo itself is relatively simple, featuring chunky, sans serif font and a flat rendering of the Olympic rings. In the A, however, everything comes alive.
According to Amy Gleeson, LA28's chief marketing officer, the emblem was created with the digital age in mind. She told AdAge that it was meant to reflect the spirit of the city and to stay "fresh" and "connected" for the eight years leading up to the LA Olympics.
And it's easy to see how a dynamic logo like this works well in digital settings – as shown by movies showing the symbol scrolling through the various animated aces, some of which are surprisingly quirky.
Plus, it feels significantly different from the Paris 2024 Olympics logo that was released last year. The fact that two Olympic logos came out so quickly in a row is due to the unusual decision of the IOC to award the Summer Olympic Games in 2024 and 2028 2017 at the same time.
There's an interesting mix of names behind these letters, from musician Billie Eilish and The Hundreds founder Bobby Hundreds to athletes like Paralympian Scout Bassett. Apparently some did the designs solo while others had help from the LA 2028 Olympics creative team.
It's not entirely clear who is behind the logo itself, although Gleeson told AdAge they worked with a slew of creative partners – including the Nike design team, Media Monks, and Stink Studios.
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