At a sunset event atop a downtown L.A. skyscraper on Tuesday evening, the committee in charge of leading Los Angeles’ bid for the 2024 Summer Olympics revealed a new slogan and logo for its branding campaign. A few hours later, at midnight on Wednesday morning, LA2024’s new branded website went online to the general public.
Casey Wasserman, the chair of LA2024, says the logo and slogan represent the optimistic personality of Los Angeles, according to a press release. The logo depicts an angel in flight, colored to mimic the tones of the setting sun. The slogan invites the International Olmypic Committee (and the world, but mostly the committee) to “Follow the sun,” to Los Angeles.
"There is no stronger image for our City of Angels than its sunny ideal weather, and there's no stronger metaphor for reinvention than our city's biggest star: the sun," Wasserman said last night, according to KPCC.
Mayor Garcetti also chimed in, describing how “this logo capture's the essence of LA—a soaring belief that through hard work, creativity and ingenuity, we can follow the sun and reach the highest levels of success.”
Sure, okay, whatever. Los Angeles, optimism, the sun—it all sounds lovely. And the logo, too, is similarly lovely, giving a nice play on the unofficial “City of Angels” title Los Angeles has awarded itself. Considering that some Olympic logos from the recent past have been percieved as, shall we say, questionable, it’s nice to see a logo that really does seem to stem from the perceived character of Southern California.
You can take a peek at the promo video below, and visit the LA2024’s website here. Is it Angeleno enough?
