In 2017, the International Olympic Committee made an unprecedented decision when it decided to award the Summer 2024 and 2028 Olympics at the same time, to Paris and Los Angeles, respectively. The IOC made its decision after the cities had been in stiff competition for the 2024 games. “We’re in a very unique position in that we have an eight-year runway,” says Amy Gleeson, chief marketing officer of LA28. Of course, the Tokyo 2020 summer Olympics have already been put on hold until next year.
The L.A. 2028 logo was created for the “digital” age. “We knew our emblem would have to be reflective of the spirit of L.A., but also look to the future,” Gleeson says. “How do we keep something fresh and allow us to stay connected to people as we look to the horizon?”
Gleeson says the organization has been working with multiple creative partners on its communications, including L.A.-based Works Collective, Stink Studios, Media Monks, Cashmere Agency and Giant Spoon, as well as Nike’s design team, on its messaging from now until the games. LA28 had looked at a broad swath of agencies, from small to large. Gleeson says the team selected its final partners based on their experience with its main target audience, Gen Z and Millennials, who represent the games’ demographic “sweet spot.”
“While our target is anyone who defines themselves as Olympic fans, we also wanted to foster a deeper connection with the audience who will be in their 20s and 30s when the games happen,” she says.
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September 02, 2020 at 02:07AM
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L.A. 2028 unveils dynamic Olympics logo, updated by athletes and celeb creators - AdAge.com
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