Same Mission, Fresh Look. A New Brand for the Atlanta Beltline

As Atlanta has grown and evolved, so has the Atlanta Beltline — both physically and as an organization. We recognized the need to reimagine our brand in a way that truly reflects the city's energy and diversity. That’s why we’re introducing a rebrand that symbolizes our journey and commitment to fostering an inclusive, sustainable, and thriving urban space for everyone.

Our new brand marks an exciting chapter in the Atlanta Beltline’s story. As we approach our 20th anniversary and look towards trail completion in 2030, our refreshed identity reflects the progress we've made and our vision for the future. The new logo is infused with a powerful narrative, and our expanded color palette celebrates Atlanta's rich history and diverse cultures.

Shining a Light on Atlanta's Future: Meet the Beacon

The Beacon is the heart of our new logo, and each element within it is meaningful. The central shape signifies the heart of Atlanta, where all of our communities converge. The surrounding shapes illustrate the connection of those communities, and together they radiate outward, symbolizing the inclusive and sustainable growth that the Beltline fosters.

The Beacon embodies the power of community connection and the creation of equitable pathways — physical, cultural, and economic — across the city.

Most importantly, the Beacon represents the collective power of Atlanta's communities to create a lasting source of light, shining brightly as an example of what's possible when communities unite for the greater good. And just as a beacon acts as a guide, ours calls out for others across the globe to join us in this noble pursuit. You can learn more about the Beacon and our new brand in the video below.

Creating a Color Palette for a Diverse City

Our new color palette is a celebration of Atlanta's rich history and vibrant culture. We explored colors with symbolic historical, cultural, and natural ties to both the city and the state. By applying inclusive design principles, we also ensured our color choices would resonate with the diverse communities along the Beltline.

Our New Website: Your Beltline Adventure Starts Here

Our rebrand extends beyond a new look. We're excited to launch a revamped website designed to make exploring the Beltline easier for everyone. Some of our favorite new features include: 

• Explorer Heroes: New sections designed to help residents, business owners, and visitors easily discover the Beltline’s best resources.

• Mega Menu: Simplified navigation to quickly find what you need, whether you're exploring, planning, seeking business opportunities, or visiting.

• Choose Your Own Adventure: Personalized paths to quickly locate information based on your interests.

• Personalized Homepages: Tailored content to enhance your experience.

• Events Calendar: Up-to-date information about all the happenings along the Beltline.

• Interactive Map: Clear ways to find guidance about trails, parks, and points of interest.

What’s Next: Future Plans

We couldn’t close out this blog without extending our gratitude to the community, our partners, and everyone across the city of Atlanta who contributed to this rebranding effort. Your support and feedback were invaluable in shaping the new identity of the Atlanta Beltline. We’d also like to thank Alloy Marketing, our agency of record since 2023, and the creative genius behind our new brand.

This is just the beginning of a bold new chapter for the Atlanta Beltline.   Follow us on social media and sign up for our newsletter to get all of the latest news on what's happening on the Beltline.