LA28’s branding leans hard on typography, and Monotype’s Charles Nix argues that’s exactly why it works - the type does a lot of the visual heavy lifting without needing.
Here’s the image from the article.
Type is basically the “voice” of a brand before you read a single word, so when it’s consistent it can carry the whole system without leaning on a mascot or a logo lockup every time. LA28 works for me because the letterforms feel like LA—loud, flexible, a little chaotic—in a way a single static mark never could.
