Los Angeles 2028 Olympic and Paralympic Games

Created at Public Address, 2019-2021
Creative Direction: Chris Braden, Elliot Vredenburg
Design Team: Jack Curtis

Los Angeles is more than a city. It's a mindset. A movement. Millions of people speaking hundreds of languages coming together under two iconic letters. LA is an infinite canvas to pursue your wildest dreams. Our intensive collaboration resulted in a design system that embraced culture as much as sport and created a platform to celebrate the artists, activists, athletes and Angelenos that embody the city. 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. To celebrate the launch of the emblem, more than 20 individuals brought their personal stories to life through an artistic 'A' in the LA28 emblem.