Lance Wyman and Ric Edwards in Conversation: Two Generations of Olympic Design, One Stage

July 2, 2026

Cybelle Jones

Two Olympic design giants come together on one stage for the first time: Lance Wyman, FSEGD, behind the famed Mexico ’68 Olympics Identity and Ric Edwards, the designer behind the upcoming LA’28 Olympics & Paralympics Identity. Join us at Xlab New York on July 23 for this much-anticipated conversation.

This July, SEGD brings Xlab to New York City for two days of conversation, exploration, and experimentation built around a timely question: how do we create joy, connection, and meaning in a world that often feels overwhelming?

At the center of the symposium is a conversation more than sixty years in the making.

For the first time, Lance Wyman, FSEGD, designer of the iconic visual identity for the 1968 Mexico City Olympic Games, will share a stage with Ric Edwards, Vice President, Brand Design, Look of the Games and Executive Design Director for the LA28 Olympic and Paralympic Games.

This special closing keynote, presented by PAM, takes place Thursday afternoon, July 23, at the 2026 SEGD Xlab Symposium.

Designing for the World’s Biggest Stage

Spanning Mexico City 1968 to Los Angeles 2028, their conversation brings together two designers who helped shape, and are shaping, how the world experiences the Olympic Games. Different eras. Different technologies. Different cultural contexts. Yet both projects grapple with the same fundamental challenge: how do you design for one of the largest shared experiences on Earth?

Together, Wyman and Edwards will reflect on the evolution of Olympic identity systems and the role design plays in creating belonging, memory, and collective experience at a global scale. They will explore how technology, space, graphics, and storytelling come together to shape not only how the Games look, but how they are remembered long after the closing ceremony.

For designers, the conversation offers a rare opportunity to connect one of the most influential Olympic identities ever created with the next chapter currently taking shape for LA28. It is a chance to examine the continuity, evolution, and enduring power of design across generations.

Exploring Joy, Memory, and Belonging

The conversation serves as the closing session of the 2026 SEGD Xlab Symposium at BRIC in Downtown Brooklyn. Throughout the day, attendees will hear from leading voices across design, technology, culture, and strategy, including Susan Walsh (SYPartners), Ashley Lukasik (Murmur Ring), Lee-Sean Huang (AIGA), Kimberly Gim (Bluecadet), Jason Bruges (Jason Bruges Studio), David Schwarz (HUSH), and Eve Moros Ortega (Lord Cultural Resources).

As the final conversation of the day, Wyman and Edwards bring the symposium back to its central theme: joy not as escape, but as intention, and the role design plays in creating experiences that foster connection, belonging, and shared memory.

2026 SEGD Xlab Symposium
July 22–23, 2026
BRIC | Downtown Brooklyn, New York City

Presented by PAM
This closing keynote is generously supported by PAM Wayfinding, whose wayfinding technology helps people move confidently through complex environments, from stadiums to campuses and urban centers.