Officials Throw Cold Water on Agency’s Rebranding

https://www.marylandmatters.org/2019/07/31/officials-throw-cold-water-on-agencys-rebranding/

The Washington Suburban Sanitary Commission, the water utility in Prince George’s and Montgomery counties, plans to spend nearly $900,000 changing its name and logo.

The move isn’t sitting well with local leaders in the two counties.

Starting this fall, WSSC will become WSSC Water. The current logo, a blue water drop with the words “Where Water Matters,” will give way to a contemporary blue and green ‘W’ partially formed by rows of water droplets, with the slogan “Delivering the Essential.”

The utility — which raised rates on most of its 1.8 million customers on July 1 — will spend the next three years putting the new logo on its trucks, worker uniforms and buildings, at an estimated cost of $491,000.  

Last year the utility paid two Washington, D.C., marketing and communications firms $360,000 to help develop the new branding and image.