Atlanta Beltline ditches the capital "L"

The big picture: Beltline officials haven't relaunched the website since 2012.

• And with the Beltline nearing its scheduled 2030 completion date, officials want to showcase the project as a community building effort, not just a construction site.

Zoom in: The new logo replaces a blue-and-green representation of the Beltline loop that emphasized the project's greenway aspect, Atlanta Beltline Inc. CEO Clyde Higgs told Axios.

• Dubbed "the beacon," the new logo includes red and represents the diverse neighborhoods along the Beltline "uniting as a brilliant force for progress and possibility," project officials say.

Zoom out: Designed by Atlanta-based marketing firm Alloy, the new branding incorporates light and dark yellows, oranges, blues, reds and purples to represent the diversity of the Beltline neighborhoods and the project's housing, jobs, and health programs.

• The beacon design lends itself to new way-finding efforts to help people navigate the ever-growing trail and connector paths, Beltline vice president of communications Meghann Gibbons tells Axios.

The previous Beltline website framed the Beltline as a project that was in the works, Higgs said, and had more than 6,000 pages.

• The new website presents the Beltline as a fully realized community development project that is here, right now, and being used by 2 million visitors every year, he says.

What they're saying: "We are a 20-year overnight success when it comes to the Beltline," Higgs added. "And yes, you see thousands and thousands of people on the trail every day."

• "But that didn't happen by accident. We really thought through this from a trail, a transit, affordable housing, and economic development perspective, and we needed our mark to reflect that."

Fun fact: The Beltline's social media campaign teasing the new logo generated a round of excitement, anxiety, and speculation, including whether project officials were announcing building rail along the path.

• Online critiques include that the logo and rebranding plays too safe and that the website has a clean design but minimizes the Beltline's long-proposed rail transit vision.

💭 Thomas' thought bubble: For years, I've resisted following the organization's official style — "BeltLine" — and refused to capitalize the "L." I have passionately defended this stance in editorial meetings and with a straight face at public meetings.

• "We knew that was the bane of you all," Higgs said, referring to myself and other local reporters. "We hear you and that has gone away."
• With today's news, I don't feel victorious. But I definitely don't feel like a loser.