The board of Central Alabama Water, formerly Birmingham Water Works, approved a logo Monday to go with its new name.

A name change was needed after a state law in May restructured the utility’s board – giving suburban areas more representation – and some of its operations.

The logo features a water drop next to the organization’s name in sans serif font.

“The five segments of the water drop represent the five counties in Central Alabama Water’s service area, and the color – that shade of blue is called Clear Blue – it’s a color that conveys calmness, clarity, stability,” said John Matson, manager of public engagement and communication for the water works.

Alex Perez, vice president of Direct Communications, the water works’ external public-relations firm that led the logo-design process, told the board that employee focus groups repeatedly brought up the terms clarity, transparency and communication when asked what they wanted Central Alabama Water to represent, and those concepts were folded into the final design.

“This logo has a clean, modern look and, important for us, it’s scalable,” Matson said. “This logo can shrink down all the way to a business card, but it can go as big as a water tower.”

Prior to approving the logo, board members asked about the schedule for implementing it and costs the water works could incur if it loses a pending federal lawsuit Birmingham city officials brought challenging the law that restructured the operation.

“So when we win, then what you gonna do?” asked board member Sheila Tyson, one of two board members appointed by Birmingham city officials. “Spend some more money to change it back? That’s going to be a cost, wouldn’t it?”

Water works’ external attorney Shan Paden said the resolution the board eventually approved, with Tyson voting no and the other Birmingham appointee, Jarvis Patton Sr., abstaining, approves use of the logo and authorizes Direct Communications and the public relations staff to develop an implementation plan.

Matson said digital assets such as social-media accounts and email signatures, along with branding on legal and project documents, would be updated immediately. Changes to signage, employee apparel and other items that would involve significant costs would be part of the phased implementation plan staff would bring to the board for a separate vote.

During the logo presentation, Matson said full implementation for an organization of the water works’ size would take 18 to 24 months and would be divided into two phases.

“The first phase would be where we have intentional customer interactions,” he said. “That would be things such as the payment center and also the headquarters building.”

The second phase would encompass unintentional customer interactions, including vehicle and apparel branding, Matson said.

“This is, say, the meter reader that’s driving down the street and you happen to notice the meter reader while you’re out walking your dog or you’re driving down the road,” he said.