I don't hate it. Boston's got the T, Chicago has the L. If it ties into a brand that Atlantans already identify with, then it could help persuade some people to use transit. A generation ago, racist people slammed MARTA with the infamous "Moving Africans Rapidly Through Atlanta" so I think branding matters, especially in a region that doesn't have a transit culture (or where that culture is strongly tied to race/income).
It's not clear if the ATL branding will replace MARTA and suburban transit providers' identities, or just be tacked on top. Ideally it would be a total switchover.
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la forme d'une ville change plus vite, hélas! que le coeur d'un mortel...
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