Maryland’s largest water utility to spend $850,000 on new name and rebranding

https://www.washingtonpost.com/local/marylands-largest-water-utility-to-spend-850000-on-new-name-and-rebranding/2019/07/17/3a0ef586-a89d-11e9-86dd-d7f0e60391e9_story.html?utm_term=.98259e578a6b

Maryland’s largest water utility will spend $850,000 to “rebrand” itself from WSSC — the common name for Washington Suburban Sanitary Commission — to WSSC Water, utility officials said Wednesday.

The new name will better promote its mission of providing safe water, they said.

WSSC spent $360,000 on consultants who led focus groups with employees and the public to develop the utility’s “brand story,” which also includes a new logo and motto, General Manager Carla A. Reid said at a meeting of the WSSC’s board of commissioners.

On Wednesday, the commissioners, who are appointed by leaders in Montgomery and Prince George’s counties, unanimously approved an additional $491,400 to replace the name, logo and motto on vehicles, buildings, signs, hard hats, safety vests, business cards and employee IDs. The money will be spent over three years.