The latest logo of Los Angeles 2028. X @LA28

The French and American flags appear in the latest emblem designed by the Los Angeles 2028 team. It is a way to reinforce the bond between two cities that are preparing to host the Olympic Games for the third time in their history.

The connection between Olympic cities is one of the symbols of the Games. You get one witness and then you move on to the next. It always happens in the history of this competition. It will happen again on 11 August, at the closing ceremony, when the Californian city starts the countdown.

Los Angeles has taken the opportunity to strengthen this connection. It has released a logo linking France and the United States, Paris and Los Angeles. The timing is right, as the 2024 Games are about to begin.



Marketing-wise, it's the right time to do it. The Olympics have all the visibility now that the Games are about to start, so LA28 has been on the move. It wants to seize the moment to get the public interested in the next Olympics.

Paris and Los Angeles are not only two of the greatest cities on the planet. They also have a great Olympic history behind them. This Friday, Paris opens its third Games (1900, 1924, 2024), a century after the second time. In four years' time, the Californian city will do the same (1932, 1984, 2028).



The baton being handed over is for the Olympic Games and the Paralympics. That is also the idea of this new logo and others that have been designed in LA28, where it is the letter A that is changing. New and different contexts. This time, the union with Paris.

Los Angeles has published 40 logos. It promises to have new ones in the coming weeks. One of them will be specific to the Paralympic Games. LA28 marketing director Amy Gleeson says they are excited about the arrival of the Games this week.

Once Paris 2024 is over, the focus will be on Los Angeles. The idea is to encourage local community involvement as well. One idea is to hold an Olympic and Paralympic Sports Day for children across the city to participate in Games-related activities through their local park or recreation centre, as well as Games-themed educational activities.