UPDATE (May 22, 2018): Details Revealed For 100 Peachtree Reno Including Ditching ‘Equitable’ Name
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.
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.
This should be burned down
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.
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!!!
Yes, please keep the name Equitable. The name does represent so much more!
I’m surprised it doesn’t say “Georgia State University”. They own everything thing else.
Noooooooo!!!!! The Equitable Building is an Atlanta trade mark!
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