Sandy Springs Unveils Logo, Name For City Center District

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The Sandy Springs City Center project finally has a new logo and name to match the character and personality of the nearly 100,000 residents who inhabit the municipality.

The development site, along with the district stretching from Allen Road to Johnson Ferry Road, will be called the City Springs district, a connection to the city’s heritage as well as its position as a civic hub.

More than 150 members of the community gathered on the construction site of the future home of the city’s new performing arts center and City Hall to join leaders as they unveiled branding to “reflect the emergence of this newly shaping district,” the city said on Sunday in a press release.

“Creating a branded area will help us build a retail and residential area that is not only vibrant, but carries with it a certain cache,” Mayor Rusty Paul said. “It will be a place where higher-end retailers and restaurants will want to locate and become a focal point for the community.”

The logo is reminiscent of the trees and water, with the color palette matching the green and blue found within Sandy Springs’ logo.

Brand design firm, Iconologic, worked with the city in developing the brand elements.

“The name and imagery generates the strong sense of place and pride we have within our community,” Paul added. “The term ‘springs’ is one that resonates with the associated artwork a strong connection to the energy, resilience and excitement the term connotes.”

Iconologic partner Ben Friedman stated feedback from the community demonstrated Sandy Springs is ”a place rooted in its history, but with an energy all its own.”

City Springs, Friedman added, will be Sandy Springs’s “heartbeat,” as it matches the city’s ”unique vibrancy.”

As part of the event activities, representatives from the community’s neighborhoods brought with them jars of dirt gathered from the individual neighborhoods. One by one, the jars were deposited into a single planter, symbolizing the project’s creation of a community-wide, collective gathering spot.

“Sandy Springs is a wonderful collection of neighborhoods,” Paul stated. “With the City Springs district, we are creating ‘Our Place’.”

Goals for the City Springs project include the creation of a unique, vibrant, walkable city center, which incorporates mixed-use development introducing new dining, high-end residential living, amenity retail and entertainment options.

The project also will create an appropriate setting for a new civic/cultural center that will contain multiple uses such as city offices, meeting space and a performing arts facility.

The city block will also include a green space network to accommodate a variety of activities.

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Images via city of Sandy Springs