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Downtown’s iconic Equitable Building to lose its glowing sign

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Change reflects new tenants in the building, but will alter the downtown skyline.

A photo of Woodruff Park and the Equitable Building in downtown Atlanta.
While hardly awe-inspiring, the sign is an iconic piece of the downtown skyline—but not for long.
Photo courtesy of Zeller Realty Group

Atlanta’s Equitable Building—now technically known as 100 Peachtree—is destined for an unflattering makeover that will alter the city’s skyline.

According to What Now Atlanta, plans are finally moving forward to replace the Equitable sign, which is actually incorporated in the building facade, with a large “Georgia’s Own Credit Union” sign.

Plans for the change have been in the works for more than a year, as the Atlanta Business Chronicle reported the potential switch back in 2016.

While the process was put on hold as the building was renovated and updated by new owners, Georgia’s Own is now underway with a $1-million fit-out before staking its claim on the building’s 30th floor.

The new sign.
Georgia’s Own

Understandably, many aren’t thrilled with the proposed change, as “Equitable” has been a fixture on the Atlanta skyline for more than 50 years. The sign is a vestige from the defunct Equitable Life insurance company, which commissioned the building from internationally renowned, Chicago-based architecture firm Skidmore, Owings & Merrill (SOM) in collaboration with Atlanta-based FABRAP (now Rosser International Inc.)

While the existing lettering remains in line with the minimalist styling of the building, the new sign will drastically alter the appearance of 100 Peachtree.

No word on exactly when the change could take place.

Equitable Building

100 Peachtree Street Northwest, , GA 30303