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

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.