Source: Douglas Sams, Atlanta Business Chronicle
Downtown landmark 100 Peachtree is getting a major redesign that includes replacing the tower's familiar "Equitable" sign with a new 174-foot digital logo for Georgia’s Own Credit Union.
The 33-story tower has been known as “The Equitable Building” since the late 1960s, when it was developed by AXA Equitable Life Insurance Company as its Southeast headquarters.
Last year, Georgia’s Own Credit Union said it was relocating to the building, where it’s leasing more than 100,000 square feet. The new digital sign will display the Atlanta-based company’s logo and post messages promoting Atlanta events. It will be unveiled before next year's Super Bowl.
Digital signage and media will play a key role in defining Atlanta’s culture and brand, said A.J. Robinson, president of Central Atlanta Progress.
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