Today, the Atlanta Beltline is proud to unveil a new visual identity and website designed to better inform, update and engage its diverse audiences as we move towards the project’s completion in 2030. The 22-mile loop of trails and future transit is connecting more than 45 neighborhoods, creating vibrant public spaces for recreation, commerce, and cultural expression. The new website and visual identity reflect the current progress and future vision of the Beltline. Explore the new website and visual identity at www.beltline.org. 

“As the Atlanta Beltline approaches our 20-year anniversary next year and trail completion in 2030, we’re embarking on the next chapter of our story,” said Atlanta Beltline, Inc.’s President & CEO Clyde Higgs. “This new website and brand reflect the progress we’ve made and where we’re going, emphasizing our role as a catalyst for making Atlanta a global beacon for equitable, inclusive and sustainable life. After nearly 20 years of transforming the city into one of the country’s most vibrant and livable urban areas, our brand needed transformation as well.”

The Logo: A Global Beacon

The evolved logo mark, called the Beacon, intends to be a source of light and inspiration that spans all cardinal directions. The Beacon represents the diverse, vibrant neighborhoods of Atlanta uniting as a brilliant force for progress and possibility.

“The communities represented in the Beacon point towards its center – the heart of the city – where each unique neighborhood creates an accessible, sustainable and empowering central space that radiates inspiration to the world,” said Atlanta Beltline Partnership Executive Director Rob Brawner.

The Colors: Uniting Communities
The brand’s new color palette extends from eight color pairing families that represent diversity and vibrancy throughout the city and along the Beltline trail, which connects more than 45 neighborhoods via eight pathways.

“When selecting our new brand colors, we went through a thoughtful process guided by the principles of inclusive design,” said Higgs. “Most notably, we broadened our color palette beyond blues and greens to include colors that are important to all cultures. 

The New Website: Future Forward and Accessible
The new innovative website was created not only to show people easily how to engage with the Beltline on many levels – from using the trail for recreation, arts and experiences to living and working on the Beltline to partnering with the organization – it’s also built for future growth and technologies.

The Beltline’s many audiences - from residents to tourists to business owners, donors and more - will be immersed in storytelling as soon as they hit the homepage. The elegant user experience is powered by a modern decoupled architecture that leverages the latest in web technologies, including a cutting-edge JavaScript frontend framework, a headless SaaS-based content management system (CMS), and a highly scalable serverless deployment model. 

The rebrand was led by Atlanta-based marketing agency Alloy. The precision storytelling and experiences agency was hired in 2023 to develop the new visual identity and website, which is shared by the Atlanta Beltline, Inc. and Atlanta Beltline Partnership. Alloy strengthened the Beltline’s information architecture and replatformed the site to a tech stack that positions the Beltline for future growth, while incorporating the new brand mark. 

“The Atlanta Beltline is one of the largest, most wide-ranging urban redevelopment programs in the United States, so the opportunity to reimagine their brand creative and digital ecosystem was an immense honor for our team,” said Alloy’s Chief Creative Officer Jennifer Ready. “We made sure everything - from trail signs to website landing pages - connects with as many Atlantans as possible and gives every user the best experience. We’re confident that the Beltline now has one of the most modern and future-forward websites in the city.”

In conjunction with this launch, the Beltline also collaborated with Atlanta-based tech startups Smart Studio and Azul Arc to develop a specialized event platform. This platform is designed to cater to Beltline users and attendees for our diverse range of community meetings, art and cultural events, and the expansive free fitness program held at parks and venues along the Beltline.

"We're thrilled to help the Beltline better serve the community through a greater understanding of where attendees come from, as well providing an easy and intuitive interface for event signups," shares Smart Studio co-founder Aditya Rao. 

To explore the new website, go to www.beltline.org. Digital assets can be found here.