The Los Angeles 2024 bid has unveiled its official logo and slogan for its candidature to bring the Olympic and Paralympic Games back to the United States for the first time in 28 years. On the top floor of the USC Downtown skyscraper, with panoramic views of the City’s 2024 Games venues, coastline and mountains as the backdrop, more than 100 Olympians and Paralympians joined bid leaders and civic officials to unveil the LA 2024 logo. According to the bid’s official materials, “The soaring figure of the logo is a symbol of athletes reaching for their dreams, the original Spanish name for Los Angeles – the City of Angels – and the Angeleno spirit of optimism and progress that defines Southern California.”
As LA 2024 chairman Casey Wasserman explains, “Everyday people follow the sun to our city in pursuit of their dreams, spurring unprecedented creativity, innovation and progress. We’re inviting the world to Follow the Sun to California in 2024, to join us in LA for an Olympic and Paralympic Games that signal the dawn of a new era for the Olympic Movement.”
“We all know that Los Angeles is a city that breathes Olympism. It’s in our DNA,” says Los Angeles Mayor Eric Garcetti. “But this logo is about more than Angelenos’ love for the Games. 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. It is with that commitment, that we are excited to continue following our dream of bringing the Games back to a city that loves them.”
In addition to Wasserman and Garcetti, the event was attended by LA 2024 vice chair and director of athlete relations Janet Evans, USOC chief marketing officer Lisa Baird, and Brazilian Olympic swimmer and silver medalist Thiago Pereira.
“I believe this is just the beginning of the immense creative potential we’re going to see from the LA Olympic 2024 bid,” says Baird. “I love the feeling of optimism and progress that is captured by the logo’s design and the sense of promise in the message of the theme. With the prospects of marrying sport, innovation and entertainment in new ways, LA 2024 can be a new beginning for California, our nation and the Olympic Movement worldwide.”
Evans adds: “Our logo puts the athlete at the pinnacle of our Olympic celebration, which is a reflection of the place of the athlete in our overall plan. We wanted an emblem that signaled our dedication to creating the most amazing experience possible for every participant in our Games – and we wanted a slogan that instantly conveyed the distinct advantage of our beautiful, year-round weather and the inviting optimism of our natural environment. And I think we got both.”
The logo as well as the film that was used for the logo’s presentation were designed by Los Angeles-based creative agency 72andSunny. Other brand elements, including LA 2024’s official brand guidelines, were designed by Bruce Mau Design.
“Like hundreds of other Olympians from around the world, I choose to train here and to live in Los Angeles, and I’m honored to celebrate its Olympic dream today,” says Pereira. “The City of Angels is a beautiful city, full of sunshine and full of that uniquely Californian trait—optimism. Los Angeles is a city for everybody. This summer, I will have the chance to experience the Games on home soil in Rio; and if LA gets the 2024 Games, I will have that chance again because in reality, Los Angeles is also my home too.”
February 18, 2016