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Wave of new signage atop Atlanta buildings continues in Midtown

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Like downtown sky-rises of late, distinctive 1180 Peachtree tower has a more corporate look

The Midtown tower’s new look.
The Midtown tower’s new look.
Screen-captures via Vimeo

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.

The eastern face.

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.

The sign to face west, over the Connector.

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.

101 Marietta Street’s planned new look, as seen from Centennial Olympic Park
Photo by Rolen Image courtesy of 101 Marietta Street

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.

Formerly known as the Equitable Building, the 100 Peachtree tower has flashy new signage.
Courtesy of Brilliance Photography