Georgia’s Own Credit Union Will Soon Put Its Name Atop The Equitable Building

The company is moving forward with plans to relocate its headquarters to the downtown office tower.

UPDATE (May 22, 2018): Details Revealed For 100 Peachtree Reno Including Ditching ‘Equitable’ Name

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Georgia’s Own Credit Union is moving forward with plans to relocate its headquarters downtown to The Equitable Building where, as the anchor tenant, will put its name atop the tower.

The company last week filed plans with the City of Atlanta to buildout suite 3000 of the 32-story building for its new headquarters.

An estimated $1,000,000 will be spent making ready the 17,582-square-foot second-generation space for Georgia’s Own.

The office tower, at 100 Peachtree Street NW, for nearly 40 years has worn the “Equitable” name, given for then anchor tenant Equitable Life insurance company.

The property, most recently known as “100 Peachtree,” in May 2017 sold to Zeller Realty Group.

The company over the past five years have been overhauling the landmark tower, including leasing more than 80 percent of the 622,084-square-foot high-rise.

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Rendering: Georgia’s Own Credit Union

Caleb J. Spivak

Caleb J. Spivak is the Founder of What Now Media Group, Inc. Check out our publications in your city: Atlanta, Austin, Charlotte, Chicago, Columbus, Dallas, Denver, Detroit, Houston, Jacksonville, Las Vegas, Los Angeles, Memphis, Miami, Nashville, New York, Orlando, Orange County, Philadelphia, Phoenix, San Antonio, San Diego, San Francisco, Seattle and Tampa.

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  1. This is so sad to me. Every time I look up at that building, the word “Equitable” feels like a wonderful word to see in the Atlanta skyline. Now it’s going to be replaced with just another ugly corporate logo. What a terrible mistake on the behalf of Georgia’s Own Credit Union. This is purely ego and they should be ashamed.

  2. I wonder if the other tenants who recently signed leases in an iconic building were told that the classic, simple Equitable logo would be replaced by the trashy, jumbled mess that is the GOCU logo. Stupid, short-sighted move by the owner. The building is about to lose a lot of its cache.

  3. I’m also saddened as the building currently holds a beacon of light reflected in the sentiment of seeing Equitable in lights. It’s means and represents so much more than just a prior insurance companies name. Keep the name Equitable, please!!!

  4. I’m surprised it doesn’t say “Georgia State University”. They own everything thing else.

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