Former Equitable building in Downtown gets new digital signage


The familiar glowing letters that spelled out EQUITABLE at the top of the 100 Peachtree building might be gone, but bright new digital signage is lighting up the Downtown skyline.

Georgia’s Own Credit Union, which has its headquarters at 100 Peachtree, launched the interactive signage last Thursday. The digital building-top signs are the first of their kind in the city.

The two LED signs on each side of the building were manufactured by local companies: Duluth’s Formetco and Douglasville’s DeNyse Sign Companies. The installation of the signs was successfully completed on schedule by Atlanta-based Skanska.

“This project has been a unique experience for the Skanska team, from lifting 160 tons of steel with a Sikorsky S-64 Aircrane helicopter to installing the sign structure to watching the sign go live for the first time,” said Kevin Bell, Vice President for Skanska’s Building Operations in Georgia and South Carolina. “This challenging project required extensive planning, and while the weather wasn’t always on our side, we finished on schedule and in time for the Super Bowl. We truly appreciate the support from Georgia’s Own, Zeller Realty Group, the Atlanta Police Department and the local community.”

The signs are already attracting attention for colorful artwork from “Off the Wall: Atlanta’s Civil Rights & Social Justice Journey” initiative created by local art nonprofit WonderRoot.

A collaboration between WonderRoot and the Atlanta Super Bowl Host Committee that began in June 2018, “Off the Wall: Atlanta’s Civil Rights & Social Justice Journey” uses murals, media and community conversations to elevate and amplify Atlanta’s role in civil rights, human rights and social justice movements.

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