Los Angeles has launched its bid to host the first Olympic Games on American soil since 1996, revealing a new logo and slogan for their LA 2024 campaign.
More than 100 Olympians and Paralympians helped unveil the LA 2024 logo on the top floor of the USC Downtown skyscraper, with the event also including a special screening of the new film Race which celebrates the career of Jesse Owens.
The slogan “Follow the sun” was unveiled alongside the logo. It makes reference to the city’s year-round sunshine as well as the “perennial optimism and constant reinvention” that the bid feel their residents possess.
The newly revealed logo features a person with wings – said to reference the city’s original Spanish name ‘the City of Angels’ – illuminated by colours normally seen in the sky as the sun sets and rises.
LA 2024 Chairman Casey Wasserman had this to say about the logo and slogan:
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.”
United States Olympic Committee Chief Marketing Officer Lisa Baird said:
I believe this is just the beginning of the immense creative potential we’re going to see from the LA Olympic 2024 bid. 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.”
As part of the launch attendees were given an advance preview of the film Race, which tells the story of track-and-field athlete Jesse Owens’ preparations for the 1936 Olympic Games in Berlin.
The logo and presentation film were designed by LA-based agency 72andSunny. The rest of the brand elements, including the official brand guidelines, were created by Bruce Mau Design.