During the 2024 Paris Olympic Games closing ceremonies I happened to be watching the festivities in my hometown of Los Angeles waiting for the official Olympic handoff from the current 2024 Paris Summer Games hosts to our 2028 Los Angeles Summer Games hosts. My friends and I didn’t know what to expect but were absolutely wowed by how “very LA” the handoff was orchestrated. Inspired, I went to the LA28 website to learn about what was being planned for the games in four years.
On the official website was the LA28 emblem (logo), from which all the L.A. Olympics’ integrated marketing and communications campaigns are built. What impressed me was that there wasn’t just one logo but 49 versions of the logo! The difference between them all was in keeping the “L”, and “28” as-is but changing the artwork of each “A” to reflect the many types of people and cultures that the city is known for. Of the current 49 emblems (with more still to come), 37 versions of the A’s were created by prominent L.A. natives grouped under the moniker Creator A’s: Angelenos, Athletes, Artists & Activists. The remaining 12 embodied athletic traits in a collection titled LA28 A’s: Representing the Spirit of The Games. The website also shows to viewers the LA28’s 30-second video Every ‘A’ Tells a Story: A Collection of Voices that shares the meanings behind the logos.
A number of LA28 partners have already begun launching their advertising, all of which include at least one version of the emblem including this spot from Deloitte and this one from the National Football League (NFL) which has already generated 13+ million views.
Inspired by all the wonderful A’s, I attempted to create my own LA28 emblem by incorporating the name of my marketing venture, Au Advisors, using Microsoft Designer A.I.:
With the clever use of multiple A’s versions of the LA28 emblem, this marketing campaign has already generated excitement among the city’s many communities through the imaginative ways in each A represents L.A.’s many cultures, ethnicities, and favorite activities. It makes every Angeleno feel a part of the LA28 Olympics experience. In addition, I see this A’s campaign as a way to stoke people’s curiosity and drive them to the website where viewers not only learn about each artist, but also find content that encourages them to stay engaged with the site longer through plentiful stories, imagery, and information. The LA28 Olympic Games marketing strategies are off to a strong start!
Click here to be inspired by Paralympic athletes