Icon Water represents a business that has been trusted for 100 years to deliver a quality product that represents value to our customers and our community.
The icon theme also draws on the contributions that our organisation has made to the lives of Canberrans and the region over the last 100 years – whether that’s an environmental, economic or recreational contribution.
The name Icon Water is not just a name however, it expresses a brand promise to our workforce and to our community about who we are and what we do. Our brand promise is one of quality, value and trust. Quality in the products and services we provide; value in the product that the community receives and enjoys; and trust in knowing that our people can and will deliver in the most sustainable and efficient way.
Whether it’s running through the sprinkler as a kid; spending lazy afternoons picnicking by our dams and rivers; or how we managed our lives during the millennium drought – water is an icon for how we live.
ACTEW Water experienced ongoing brand confusion with ActewAGL for many years. We needed to eliminate this brand confusion once and for all.
Given the changes in our organisation over recent years, the name ACTEW Water is no longer strictly relevant to what we do and who we are as a business. For example, we are no longer involved in providing “electricity” and we needed to stop making reference to it in our name (ACTEW: ACT Electricity and Water).
Importantly, this rebrand has provided us the opportunity to refocus the organisation for next 100 years, ensuring we are a relevant, focused and trusted water and sewerage utility for Canberrans.