New 2028 Olympic logo tries to please everyone (and fails)

Olympics LA28
(Image credit: LA28)

For those not in the know, the 2028 Olympic and Paralympic Games will be held in Los Angeles, and will be called LA28 for short. Yesterday, the games' organising committee released a dynamic animated emblem for LA28, created for the digital age. It's a constantly changing logo, designed to evolve over time to reflect the city's diverse spirit and represent a spectrum of the city's stories, which have come from over 20 residents of LA. 

Showcasing the sort of graphic design innovation that goes into the best logos, the mark's 'L', '2' and '8' are static elements, but the shapeshifting 'A' is the star of the show. The 'A' morphs into 26 different forms as diverse as a pair of dancing legs and a cheetah, which represent different elements of the city and its population.

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Georgia Coggan
Editor

Georgia has worked on Creative Bloq since 2018, and has been the site's Editor since 2022. With a specialism in branding and design, Georgia is also Programme Director of CB's award scheme – the Brand Impact Awards. As well as immersing herself with the industry through attending events like Adobe Max and the D&AD Awards and steering the site's content streams, Georgia has an eye on new commercial opportunities and ensuring they reflect the needs and interests of creatives.