In what appears to be a blink and you missed it moment, Los Angeles has been awarded the Olympics for 2028.
And it might be a good eight years away, but Games organisers aren’t wasting any time on revealing the logo.
Rather than your typical static image, the LA28 emblem is digitally-led that, according to organisers “represents a collection of voices, rather than a singular monument or landmark”.
Some 26 Los Angeles locals were the inspiration for the design and included input from none other other than actress Reese Witherspoon, singer Billie Eilish, streetwear designer Bobby Hundreds, tattoo artist Dr. Woo, graffiti artist Chaz Bojorquez and even local celebrity chef Jorge “Joy” Alvarez-Tostado.
Athletes involved in the design included sprinter Allyson Felix, snowboarder Chloe Kim and gymnast Gabby Douglas and paralympians such as long jumper Lex Gillette and sprinter Scout Bassett.
Each collaborator was given a standard “LA28” logo and told to craft their own version of the “A.” Instead of choosing one design, organisers will use all 26, with more expected in the future.
Check it out below:
— LA28 (@LA28) September 1, 2020
Commenting on the design, LA28 chairman Casey Wasserman said: “LA defies a singular identity. 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.”
LA28 chief marketing officer Amy Gleeson added: “Los Angeles is an infinite canvas that represents millions of people and hundreds of languages.
“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.”
The launch of the logo also included the short film below:
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