LA28 Olympic Design Team Discusses Branding Challenges for 2028 Games

At an event hosted by SEGD in Downtown Los Angeles, Ric Edwards, VP of Brand Design and Executive Design Director for LA28, detailed the complex process of creating the visual identity for the 2028 Olympic Games. Edwards explained that contrary to common perception, each Olympic organizing committee essentially starts from scratch, operating more like a startup than a franchise with a pre-existing system. The LA28 team faces the unique challenge of designing for Los Angeles, a city that defies a single narrative. Their approach involves creating a flexible branding system rather than a fixed logo, allowing the emblem to be reinterpreted by various cultural contributors to reflect the city's diversity. The design process includes extensive research and development over multiple years, considering production constraints from the beginning. Edwards emphasized that Olympic design must create lasting cultural memory beyond the event itself, balancing operational complexity with emotional resonance.