Main Character Energy: Why the LA28 Olympic Logo Has 26 Different Personalities

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When the Los Angeles 2028 Olympic committee sat down to cook up their official branding, they hit a massive roadblock. They quickly realized that trying to stuff the entire, chaotic, beautiful vibe of Los Angeles into one static emblem was basically mission impossible.

The city defies a singular identity. So, to solve this, organizers ditched tradition and dropped the ultimate creative collab. Instead of one boring stamp, they created the dynamic LA28 Olympic Logo—an emblem built for the digital age where the “A” is constantly shapeshifting.

The Backstory: Who Made the 26 Unique A’s?

Instead of releasing just one corporate logo, LA28 launched with a digital-first, living canvas. The bold black “L”, “2”, and “8” stay locked in place as the foundation, but the “A” is designed to be ever-changing.

At launch, they passed the mic to the people who actually make LA iconic, releasing 26 original versions of the “A” created by a heavy-hitting squad of Olympic and Paralympic athletes, local graffiti artists, community leaders, and massive pop-culture celebs.

Here is how some of the biggest names brought their own flavor to the LA28 Olympic Logo:

  • Allyson Felix: The most decorated American track and field athlete in history (and an LA native) brought her roots to the forefront. She designed her “A” with subtle nods to her favorite hometown teams—the Lakers, Dodgers, and USC Trojans.
  • Chloe Kim: The Olympic snowboarding phenom brought total chill vibes, designing her “A” to look like a snowy mountain peak, contrasting the summer games with her winter sport dominance.
  • Billie Eilish: The Grammy-winning pop star created a bold, neon-green, graffiti-style “A” that perfectly matches her signature aesthetic, using the font from her own personal branding.
  • Chaz Bojórquez: The legendary LA graffiti artist leaned into the city’s deep street art culture, creating a script “A” that connects language, culture, and the streets of Los Angeles.
  • Steven Harrington: The multimedia artist and illustrator featured his signature goofy palm tree character snaking through the middle of his letterform.

Bringing the Swagger to the Global Stage

“Los Angeles defies a singular identity and there’s not one way to represent LA.” – Janet Evans, LA28 Chief Athlete Officer.

The shape-shifting LA28 Olympic Logo proves that the Games aren’t just about sticking to the old rules; they are about embracing new cultures and breaking the mold. The dynamic emblem is designed to keep evolving over the years leading up to the Games, acting as a living platform for self-expression.

By passing the design torch to athletes and creators, LA28 is proving that while the Games connect the whole world, it’s our loud, proud, individual stories that actually make the Olympics pop off.