Atlanta’s first digital, building-top signage is live. How’s that make you feel?

Last week, Atlanta’s first digital, building-top signage was switched on, following months of highly visible construction and gripes among the general populace that the LED boards spelled the end for a local icon: the classic “EQUITABLE” sign, a downtown fixture for decades.

Visible from miles away, the two 174-foot signs now stretch across the 30th floor on opposite sides of downtown’s 100 Peachtree tower, previously known as the Equitable Building.

For now, they feature art from Off the Wall: Atlanta’s Civil Rights & Social Justice Journey, a campaign of 30 murals by 11 artists around downtown, Sweet Auburn, Vine City, English Avenue, and Castleberry Hill. A different mural is being showcased each day.

But come January 21, officials tell Curbed Atlanta, the signs will be switched to Super Bowl-themed imagery. Otherwise, expect images of the Georgia’s Own Credit Union logo. The company relocated its headquarters—and 433 employees—to the building in 2017.

UPDATE: Officials send the following clarification about what else the signage will feature in the future: “After the Super Bowl, the sign will continue featuring themed campaigns that promote public good. This will include everything from highlighting key civil rights leaders during Black History Month to showcasing notable Georgia-born women during Women’s History Month. People are encouraged to visit GeorgiasOwnSign.com, where the daily sign image is displayed and additional text explaining its significance is provided.”

Reactions to the unmissable, flashy signage have been mixed.

A reader identifying himself as Rob Y wrote via the tipline on Saturday: “The new Equitable Building sign is up ... and it’s something. I think it deserves a story.”

Other observers of Atlanta’s urban landscapes seem less than enthused.

The Georgia’s Own signage won’t generate revenue, as officials have noted.

And it won’t be part of a planned Atlanta Arts and Entertainment District throughout downtown, which is expected to fuse advertising, outdoor media, and local arts like a smaller, spread-out version of Times Square.

But it could be the start of a much flashier downtown to come.

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Courtesy of Brilliance Photography

Photo by Zach Rolen courtesy of Zeller Realty Group