Atlanta’s skyline keeps getting wordier.
Some 530 feet above Peachtree Street, longstanding Atlanta law firm King & Spalding has installed highly visible signage, powered by 1,067 LED lights, atop one of Midtown’s most distinctive skyscrapers.
Spelling the firm’s name, the 10,000-pound sign on the 1180 Peachtree tower faces Piedmont Park. A second sign, facing west, will be installed soon, reps tell Curbed Atlanta.
As documented in a new video, the letters are actually positioned 10 feet away from the glass, allowing mere inches for window-washing platforms to pass by. The ampersand stands the tallest at eight feet
“The law firm says this is the first time they’ve placed a sign at 1180 Peachtree, and it’s a visual representation of their reaffirmed commitment to Atlanta,” a media rep wrote in an email today.
King & Spalding was founded in Atlanta in 1885 and now operates internationally.
Elsewhere in the city, two longstanding downtown high-rises are also undergoing branding changes.
The world’s largest coworking provider, WeWork, unveiled plans in January for hoisting its name atop 101 Marietta Street, a glassy tower famed for the luminescent chevron near the top of its 36 stories.
WeWork has agreed to a multi-floor lease at the 1975 building, which has made a leasing comeback since a renovation began in 2016.
And earlier this year, Atlanta’s first digital, building-top signage was switched on, following months of construction and complaints that the LED boards spelled the end for a local icon: the classic “EQUITABLE” sign, a downtown fixture for decades.
The two 174-foot signs now stretch across the 30th floor on opposite sides of downtown’s 100 Peachtree tower, home to Georgia’s Own and previously known as the Equitable Building.