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

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site on a day-to-day basis, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.