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New Name and Logo for Atlanta-region Transit Link Authority


Noted Dec. 20, 2018 by Armin

Industry / Transportation Tags /


(Est. 2018) “The ATL (Atlanta-region Transit Link Authority) was established by HB 930 to provide coordinated transit planning and funding for the metro Atlanta region. The ATL is responsible for developing a Regional Transit Plan, as well as identifying and prioritizing the projects and initiatives required to develop region-wide transit. The ATL is also charged with creating a unified regional transit system brand. The population of metro Atlanta is growing rapidly — projected to add an additional 2.5 million residents by 2040. The ATL is a critical step towards more efficient and effective transit and mobility in the region.”

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New Name and Logo for Atlanta-region Transit Link Authority
Logo explanation.
New Name and Logo for Atlanta-region Transit Link Authority
Bus livery.

Since “ATL” has the same standing in Atlanta as “NYC” does in New York or “ATX” in Austin, I can see the appeal of wanting to name every possible organization as “ATL” but when you unpack this name, it sounds as forced as making the acronym from Atlanta Tofu Lion. I’m exaggerating of course, but Atlanta-region Transit Link isn’t quite elegant. Nor is the logo. The intentions were good and the “ATL” wordmark is relatively decent but the icon is quite bad. The concept of shaping some “A”-arrows into a compass is fine but the execution is very clunky with the “A”s looking more like “V”s and the alternating directions making it look more like an icon at a campsite to indicate fire in some way. The buses, while still in render form for now luckily, feel so heavy and overpowering. Overall, a somewhat dated look for an organization building towards the future.

Thanks to Brian Kolis for the tip.

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