The Cape Fear Public Utility Authority (CFPUA) is the consolidated water and sewer utility serving the City of Wilmington and New Hanover County, North Carolina. It began operations on July 1, 2008, after the Wilmington City Council and New Hanover County Board of Commissioners created the authority to combine their water and sewer operations.[1]
Design and History
In early 2018, as the organization approached its ten-year anniversary, CFPUA announced a rebranding effort that would change its name to “Cape Fear Water.”[2] The proposal was presented in a white paper titled “Moving Forward: Establishing the Cape Fear Water Brand,” which stated the organization would move from “Cape Fear Public Utility Authority” to “Cape Fear Water.”[3]
The rebrand was framed as more than a new logo. Officials estimated the cost at roughly $2,500, with most of that going toward new magnets for the utility’s 140 trucks.[4] The design phase of the rebranding effort was underway as of January 2018.[2]
Despite the announced name change, the organization continues to operate under the Cape Fear Public Utility Authority name and CFPUA acronym, as reflected in its official website and ongoing public communications.[5]
Meaning and Symbolism
CFPUA’s strategic planning documents reference the organization’s “brand perception” as an area of focus, with the board supporting initiatives to address how the public views the agency.[6] The same materials note that CFPUA uses a mascot named “Wayne Drop” for school programs and community events.[6]
No official documentation describing the symbolism, colors, or typography of the current CFPUA logo was located in the available research. The 2018 rebranding proposal did not include a published description of the new Cape Fear Water mark.
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