LA Olympics

MCKL developed custom typography for the upcoming LA28 Summer Olympics, giving a bold and distinctive voice to this iconic international event.

The branding for each Olympics must capture both the essence of the host city and the spirit of global competition. To achieve this, we refined the “L28” lettering for the LA28 logo system, which features unique “A” designs created by Olympians, celebrities, and other notable figures, and developed a versatile family of text and display fonts that will be used across all aspects of the Games.

The typeface draws inspiration from the octagonal letterforms synonymous with the Hollywood sign, one of Los Angeles’ most recognizable symbols. These angular shapes also appear in sports numerals, the work of artist Ed Ruscha, and signage throughout the city, reinforcing their deep connection to LA’s visual identity.

In studying the original Hollywoodland sign, we noticed a unique detail: the angles of its letters subtly diverge, creating a sense of depth and movement. This forced perspective is also a hallmark of Ruscha’s artwork, further linking the typeface to the city’s cultural and artistic heritage.

By weaving these influences together, we crafted a typeface that not only embodies the visual language of Los Angeles but also tells a compelling story – one that excited our clients and reinforced the distinctive character of the LA28 Games.