A Branding Movement Rooted in the Landscape

I’ve spent enough time photographing across Southern California to recognize something profound when I see it. The Los Angeles 2028 Olympic Committee has unveiled a branding identity that doesn’t rely on geometric abstractions or corporate polish alone—instead, it draws deeply from the region’s most distinctive natural features. It’s a refreshing approach that speaks directly to those of us who make our living documenting the wild places around us.

Nature as the Primary Design Language

What strikes me most is how the design team looked outward, literally, to inform their visual identity. Rather than creating something that exists in isolation, they’ve woven together the undulating forms of California’s coastlines, mountain ranges, and desert landscapes. I’ve photographed all these environments, and I can attest: these aren’t arbitrary choices. They’re the genuine character of this place.

The branding captures something essential about Southern California’s ecological diversity—from the chaparral-covered hills to the Pacific vistas that take your breath away at golden hour. It’s the kind of visual authenticity that resonates because it’s grounded in observation.

Lessons for Our Visual Language

As landscape photographers, we’re constantly seeking to communicate place and essence through our images. This Olympic branding offers a valuable reminder: the most compelling design comes from honest engagement with your subject. The designers didn’t impose an idea onto the landscape; they let the landscape inform the idea.

When I’m out in the field, I try to apply this same principle. Before I frame a shot, I spend time simply observing—understanding the light patterns, the geological formations, the way vegetation responds to topography. That investment in understanding precedes the photograph itself.

The Bigger Picture

What I find most encouraging is seeing a major global event recognize that natural beauty and authentic place-making aren’t in opposition to modern design. They’re actually its strongest foundation. In our work as nature photographers, we’re doing something similar—proving that in an age of digital saturation, authentic encounters with wild places still move people.

The LA28 branding demonstrates that when institutions finally look to their genuine environment for inspiration, the results feel both contemporary and timeless. For those of us committed to capturing California’s landscapes, it’s validation that this work matters—that the wild spaces around us deserve celebration and preservation.