Summer 2025 - SHORTLISTED

Jason Heo

This conceptual branding project for the LA 2028 Olympics encompassed a comprehensive suite of design deliverables, including the logo, typeface, style guide, NBC Sports promo package, infographics, and off-air materials. The design direction was inspired by the unique character and energy of Los Angeles, translating the city’s vibrancy and architectural innovation into a visual language that celebrates the Olympics. The main idea for the logo originated from shapes borrowed from the Oscars’ stage set, reinterpreted into a simple, abstract form. The shape language, influenced by Postmodern architecture in Los Angeles, captures the dynamic movement of Olympic athletes, creating a sense of motion and energy while maintaining a bold, modern aesthetic. The logo’s “paper-folded” look, together with the typeface selection, reinforces this sense of dimensionality and playfulness. The aesthetic color palette was drawn from Los Angeles’ sky, sunsets, and night city lights, producing gradients that blend smoothly and harmoniously. These colors reflect the city’s atmospheric beauty and symbolize the Olympics as a union of diverse sports, highlighting each event as a distinct form of art. The wide typeface, Sweet Sans Pro Medium/Bold, echoes the logo’s curved and straight lines, ensuring visual cohesion across all applications, from on-air graphics to promotional materials. Overall, the project captures the spirit of Los Angeles and the Olympics, creating a vibrant, modern, and unified visual identity that celebrates athleticism, culture, and creativity.