LA28: 6 Years Down, 2 to Go

“In LA28’s quest to have so many logos,” writes Alissa Walker, “now LA’s games have no logo.” Unveiled in September of 2020, eight years ahead of the 2028 Summer Olympics in Los Angeles, CA, the LA28 organizing committee introduced a flexible logo system — covered on Brand New, naturally — hinging on an ever-changing “A” and, boy, has it changed and changed and changed since then but, with the Olympics only two years away, not necessarily for the better, as Alissa, a local Angeleno, chronicles in her encounters with the LA28 brand.