POSTED: February 17th 2016

Olympics: Los Angeles 2024 pick sun themed logo for the City of Angels

Manhattan Beach at sunset / Bigstock
Manhattan Beach at sunset / Bigstock

LAURA WALDEN (USA) / Sports Features Communications

(SFC) The Los Angeles bid to host the 2024 summer Games was unveiled at sunset keeping in theme with the new slogan and features a winged angel as a symbol of the city. On the top floor of a USC skyscraper bid leaders and civic officials gathered to view the new logo with panoramic views of the City's 2024 Games venues, coastline and mountains as the backdrop.

LA 2024 Chair Casey Wasserman, Los Angeles Mayor Eric Garcetti, LA 2024 Vice Chair and Director of Athlete Relations Janet Evans and USOC Chief Marketing Officer Lisa Baird, led the launch ceremony together with Brazilian Olympic swimmer and silver medalist Thiago Pereira.

Over 100 Olympians and Paralympians were on hand to  welcome the new look and branding for the bid and to enjoy a special screening of the new film "Race" celebrating Olympic legend Jesse Owens.

The design was idealized by Los Angeles-based creative agency 72andSunny and the flying figure represents athletes reaching for their dreams. It also recalls the original Spanish name for Los Angeles "the City of Angels," and the Angeleno spirit of optimism and progress that defines Southern California.

The colors came straight from the hues of sunset and dawn and the sun itself, which LA calls its brightest star, and inspires LA 2024's slogan, Follow the Sun. 

Los Angeles also enjoys a reputation of year-round sunshine, setting an optimistic ambiance in the city that is also known as the world's entertainment capital.

"Everyday people follow the sun to our city in pursuit of their dreams, spurring unprecedented creativity, innovation and progress," said LA 2024 Chairman Casey Wasserman. "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."

Los Angeles Mayor Eric Garcetti added, "We all know that Los Angeles is a city that breathes Olympism. It's in our DNA. 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."

USOC Chief Marketing Officer Lisa Baird commented on the marketing value of the new look, "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."

LA 2024 Vice Chair and Director of Athlete Relations Janet Evans concluded saying, "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."

Los Angeles is bidding against Rome, Paris and Budapest to host the 2024 summer Olympics and the IOC will vote for their host city at the session in Lima, Peru in 2017.

**LAURA WALDEN has over twenty-five years of experience in the Olympic Movement, formerly at the European Olympic Committees with SportEurope under former IOC President Dr. Jacques Rogge and IOC Member Mario Pescante. She worked with the Rome 2004 and Turin 2006 Olympic bids and also managed PR & media for Dr. Jacques Rogge during his campaign for the presidency.

Keywords · Olympics · Los Angeles

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