LA28’s new Look of the Games is more than branding—it’s a statement about Los Angeles, identity, and how a host city wants the world to experience the 2028 Olympic and Paralympic Games.

There is something profoundly democratic about the Olympic Torch Relay. The Milan-Cortina 2026 Olympic Lantern, designed to safely transport the Olympic Flame across Italian towns during its two-month journey. Long before the Opening Ceremony, before the Parade of Nations and the lighting of the Olympic Cauldron, the flame leaves its birthplace in Olympia and begins a journey through villages and capitals, across mountains and coastlines. It does not wait behind ticketed gate

The Olympics aren’t just a collection of events. They are a stage where history breathes, heroes rise—and rivalries ignite. Across track, pool, and ice, the greatest Olympic showdowns have been about more than medals. They’ve embodied national pride, personal redemption, and the timeless pursuit of excellence.

Somewhere between the mountain sunrise and the swish of a curling stone, this city does something few former Olympic hosts manage to do: it remembers. Not just in plaques or dusty commemorative banners, but in the skate marks still etched into the ice at the Utah Olympic Oval. In the kids launching off ski jumps at Utah Olympic Park. In the volunteers who still wear their 2002 jackets like sacred heirlooms. Olympism is in the soul of the former (and future) Olympic city.