The Beltline - concept, copywriting, design 2006
You can see what Wikipedia says about the Beltline here http://en.wikipedia.org/wiki/Beltline_%28Atlanta%29
I really believe in the Atlanta Beltline project, because I believe that connecting Atlanta's urban neighborhoods and creating nice greenspace could really invigorate intown Atlanta. Even though I support MARTA every chance I get, it doesn't really connect the denser areas people live in and areas people enjoy visiting.
The Beltline doesn't go directly into some of the places it should, which bothers me, but it's a lot closer than MARTA gets.
If it was up to me I'd make trolley cars that go up and down the center of the streets we use the most, like it was years ago. Atlanta is based on our roads now; shoot a trolly straight up Peachtree Street, all the way; shoot one down Ponce de Leon all the way to Decatur; shoot one down Highland Avenue and one down Virginia Ave (you know, one down right where I live).
And they'd say, "But, Ben, where's the space? Would you seriously turn 4-lane Peachtree into a 2-lane road? 6-lane Ponce into a 4-lane?"
And I'd be all like, "Hell yeah I seriously would!"
And then I'd totally do it.
Aside from coming up with plans to better Atlanta's transportation situation, I designed the Beltline Identity.
The fluid line of the logo shows speed and connectivity; the overall look and feeling of old and new Atlanta ... a look influenced by the old south ... New Orleans, Savannah ... a balanced design that originally comes from the hand.
The logo is accompanied by numerous flourishes and graphic decorations; heading type is Bodoni, body type Futura. The maps, streetcar graphics, streetcar stands are all designed using the same principles and look of the logo and flourishes.
The design manual is printed on handmade Spanish paper, and housed in an aluminum case.
I presented my designs to the Beltline folks - they liked it. My professor liked it too.
About six months after designing this I met Matt Rollins, creative director at Iconologic in Atlanta. He's a really cool guy. They designed the Beltline logo, as well as many other nice things you can see on their website here www.iconologic.com
