After the Atlanta Braves relocated their MLB ballpark, now called Truist Park, to the new Battery mixed-use development, the Circle 75 office park found itself situated at the new ground zero for development in NW Atlanta. Two existing 20-story office towers and a six-story office building were a legacy development from the initial suburban office development boom that occurred when the I-285 beltway was developed. Future re-development plans for the buildings and their undeveloped land holdings included redevelopment or repositioning of the current buildings.
Cooper Carry Branding was engaged to rebrand the property in conjunction with the repositioning. The new brand identity was designed to emphasize the “circle” in Circle 75 by incorporating rounded forms throughout the new logo. Our team developed a clean palette of blues and grays to modernize the existing brand colors while also differentiating the property from the Battery. In order to ensure complete brand saturation of the newly repositioned site, Cooper Carry Branding developed a variety of logo elements including multiple wordmark options, a logo mark, and a branded badge.