By Bradley Zint
7:45 PM PST, January 15, 2013
In an effort to "raise recognition and relationships among its key audiences," the Mesa Consolidated Water District has shortened its official name to Mesa Water District.
The district had used the word "consolidated" since 1978, according to a district news release. The word referred to the district's formation in 1960, when Costa Mesa's Water Department, Fairview County Water District, Newport Heights Irrigation District and the Newport Mesa County Water District combined to form what's informally known today as Mesa Water.
The district through its "One Look, One Voice" initiative also has a new logo with "waterfall-type" waves in two shades of blue. They represent the "M" and "W" of Mesa Water, according to a news release. The previous logo used blue and green.
According to Mesa Water officials, "Additional symbolism exists in Mesa Water's new logo that tell the story of the district's past, present and future."
"While it will always be an important part of Mesa Water's history, the word 'consolidated' in the organization's name became nonessential as it referred to an event that took place when the district was formed more than 50 years ago, which almost nobody remembers today," James Fisler, Mesa Water's board president, said in a prepared statement.
He added that the new name will help the board's plan of "increasing public awareness of Mesa Water and water in general."