*The arrows point toward and away from the center, “creating pulse-like movement.”
*The shape is reminiscent of a star, “and stars have provided guidance to travelers for thousands of years.”
*The design is “also reflective of a compass, providing clarity and guidance to public transit users.”
*As for the “ATL” letters, “the distinctive A without crossbar points upward and symbolizes optimism and forward momentum.”
Under the legislation the created the ATL, the logo must be used on new MARTA buses and trains beginning in January. All vehicles must have the brand by 2023. The new logo won’t necessarily replace existing MARTA branding – it may be an additional logo.
The ATL Board is running the logo by local transit agencies and other organizations before finalizing it in coming months.
You can learn more about the ATL Board and its mission here.