Olympic committee unveils emblem for 2028 Games

Staff and Wire Reports

LOS ANGELES — The organizing committee for the 2028 Los Angeles Summer Olympic and Paralympic Games released an animated emblem for the games Sept. 1, an ever-changing logo intended to celebrate the city’s diversity.

Built for the digital age, LA28 said the emblem is designed to evolve over time, reflecting the city’s spirit.

L.A. defies a singular identity,” LA28 Chairman Casey Wasserman said. “There is not one way to represent Los Angeles.

“Every neighborhood, every block, every person has their own unique identity and story of L.A. The LA28 Games will showcase our community’s collective creativity and celebrate the diversity that makes us strong.”

Anchored with a static L, 2 and 8, the LA28 emblem allows for a spectrum of stories with an interchanging A.

“Los Angeles is an infinite canvas that represents millions of people and hundreds of languages,” LA28 Chief Marketing Officer Amy Gleeson said. “No one mark could ever express all that Los Angeles and the Games represent. The best way to showcase the LA28 Games is by asking the community to share in the creation.”

Designed to be a platform for creativity, self-expression and inclusion, the LA28 emblem represents a collection of voices, rather than a singular monument or landmark, organizers said.

To celebrate the launch of the emblem, more than 20 people brought their personal stories to life through an artistic A in the LA28 emblem. Over the next eight years, LA28 organizers said the emblem will represent many stories from the community.

“Los Angeles defies a singular identity and there’s not one way to represent LA,” said LA28 Chief Athlete Officer and five-time Olympic medalist Janet Evans, who won gold medals in swimming in the 1988 and 1992 Olympics. “L.A. is what it is because of the people and the LA28 Games should represent that.

“The best way to capture the energy of Los Angeles and the games is through a collection of voices. Los Angeles is an infinite canvas to pursue your wildest dreams and in 2028, thousands of Paralympians and Olympians will come to LA to chase their dreams on the global stage.”

“The emblem perfectly represents the city’s energy, creativity and strong sense of community, while also celebrating the Olympic belief of unity in diversity,” said LA28 Coordination Commission Chair Nicole Hoevertsz. “LA28 continues to create innovative ways to engage Angelenos and people from across the world in the Olympic and Paralympic Games. The idea behind the emblem, and the expressions we have seen so far, truly demonstrate that we are stronger together.”

Recognizing no one illustration could express all that Los Angeles and the Games represent, athletes, artists and advocates collaborated in the creation of the LA28 emblem, bringing their personal stories and dreams to life through their individual interpretations of Los Angeles.

L.A. creators shared their L.A. stories including Adam Rippon, Aidan Kosaka, Alex Israel, Alex Morgan, Allyson Felix, Billie Eilish, Bobby Hundreds, Chantel Navarro, Chaz Bojórquez, Chloe Kim, Dr. Woo, Ezra Frech, Gabby Douglas, Ibtihaj Muhammad, Jamal Hill, Jorge “El Joy” Alvarez, Lauren “Lolo” Spencer, Lex Gillette, Lilly Singh, Michael Johnson, Oz Sanchez, Rachel Sumekh, Reese Witherspoon, Scout Bassett, Simone Manuel and Steven Harrington.

“L.A. is a place of infinite possibilities, infinite potential,” said Paralympian Scout Bassett. “If you have the courage and perseverance to work for your dreams, all things are possible. The Paralympic Movement is growing in this country and we can use sport as a vehicle to change a lot of perceptions and lives.”

Nine-time Olympic medalist Allyson Felix is one the most decorated female track and field athletes and the pride of Los Angeles. The shape of her ‘A’ art is inspired by her love for movement and her deep L.A. roots.

“The culture of sports and excellence is something I grew up with in L.A.,” Felix said. “I grew up a Trojan fan, a Lakers fan, a Dodgers fan. I’ve been surrounded by excellence growing up here.

People in L.A. are doing incredible things and it’s hard for that not to rub off. You want to be better when you’re here.”

L.A.-based visual and multi-media artists also collaborated on the LA28 Games emblem.

“L.A. is unique. You can be the person you want in Los Angeles,” said graffiti artist and L.A. native Chaz Bojórquez. “The best way to represent that is through the art. Letters describe language and language expresses culture and we’re becoming one world culture.

“I’m looking forward to the Olympics because I experienced the last Olympics and my parents experienced the Olympics in the 30s — it is a continuity of Los Angeles.”

Five-time junior national champion boxer and Olympic hopeful 16-year-old Chantel Navarro was born into a boxing family and is the first female in her family to pursue the sport. Her ‘A’ symbolizes her sport and the culture of Mexico.

“I’m proud to be Mexican,” Navarro said. “My dream is to become an Olympian and win the gold medal in 2024, and then try again in 2028 in LA. I’m here to prove that girls can do anything boys can do.”

More information on the LA28 emblem can be found at la28.org/en.html.

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