Atlanta Beltline Brand Gets a Makeover

“The goal is to make the project very inclusive — and that’s what the Beltline is ultimately about,” he said. “It’s about using infrastructure to connect communities.”

The rebranding, funded by Atlanta Beltline, Inc. and the philanthropic entity Atlanta Beltline Partnership, includes a new logo called “The Beacon,” a simplified website and updated signage throughout the city that is expected to roll out in the coming months.

The new logo is a simplified version of the Beltline’s previous circle of joined blue and green squares, but with a bit more of an Atlantan flair, Higgs explained. The visual incorporates the color red, which — from The Coca-Cola Company to Atlanta’s sports teams — plays a crucial visual role in the city’s culture.

“That’s exactly what this brand refresh does: it still pays homage to the old logo,” he said. “But it’s really a new reflection of who we’re becoming.”

Beltline vice president of communications and media relations Meghann Gibbons said the relaunch of the website is aimed at making it easier for residents to access resources, from business programs to homeowner workshops.

“Part of the reason we had to make the website easy for people to access, with Atlantans – our key stakeholders – being number one,” she said.

Credits: Riley Bunch/[email protected]

Credits: Riley Bunch/[email protected]

But the Beltline has also become a major international attraction. In April, Higgs, Atlanta Mayor Andre Dickens and White House senior adviser Tom Perez took a walk on the East Bank Trail, where they announced that much of the trail’s paved loop would be completed by the first quarter of 2026.

The thousands of visitors expected in Atlanta for the FIFA World Cup that year will be able to travel the Beltline from Piedmont Park north to Mercedes-Benz Stadium. Officials say the accelerated schedule remains on track with 13 construction projects underway on the trail and connecting paths this year.

Last month, the King and Queen of the Netherlands visited the redevelopment project near the Krog Street Market. Higgs called the much-loved trail network an “international phenomenon” and one of the city’s biggest selling points.

But some community members wonder what the Beltline should look like in the future.

Residents and city leaders are locked in a heated debate over the long-standing idea of ​​installing light rail along the loop. Proponents say transit would increase communities’ access to less-traveled portions of the trail. But opponents argue transit would take away the beloved pedestrian corridor.

Higgs told the AJC that Beltline officials are not wavering on their plans to install transit along the trail, but are still evaluating which mode of transportation is best.

“I think most reasonable people who love our city understand that we’re adding 2 million more people to metro Atlanta,” he said. “We have to figure out a way to get transportation, and it’s not just a Beltline issue, it’s a metro Atlanta issue.”