A rendering shows the new digital signage atop 100 Peachtree, also known as the Equitable building. (Courtesy ZRG)

The familiar glowing letters that spelled out “Equitable” on top of the building now known as 100 Peachtree are no more. In there place, will be two 174-foot long digital LED displays, which will be installed in dramatic fashion beginning on Saturday.

The former Equitable signage was a Downtown landmark for more than 50 years.

A Sikorsky S-64 Aircrane helicopter will begin installing the steel structure support for the LED signs on Saturday morning starting around 10:30 a.m., weather permitting. The building-top signs, which will front Peachtree Street and Forsyth Street, will showcase the Georgia’s Own Credit Union logo (the building’s anchor tenant) as well as other public messages.

Once the steel structure is complete, the Georgia’s Own LED signs will be installed using material hoists and swing stages. The project is scheduled to be completed in early 2019.

Collin Kelley

Collin Kelley has been the editor of Atlanta Intown for two decades and has been a journalist and freelance writer for 35 years. He’s also an award-winning poet and novelist.