A New Decade and A New Era for GLWA

What’s in a Brand

How do you build a brand for an organization that is so big, so full of life, and so crucial to the every day experience of our communities?

Well, you don’t.

The brand, in a sense, builds itself. The pipes, the projects, and most importantly, the people, tell a story all their own. It’s in the turn of a valve off Jefferson and in the hand of the technician that turns it. It’s your neighbor in her garden, watering the plants and humming like she does. It’s the beavers in the river, thriving in the water, swimming at the surface every spring. And it’s your family, your friends, strangers on the street, connected by this one, big shared thing that sustains us all.

It is the brand’s job to capture this story and tell you, our neighbor, and you, the human being, who needs water in your life, that we understand who we are and where we’re going, together.

So today, as we begin a new era for the Great Lakes Water Authority, we’re looking to our first 10 years, to guide our next, as we work every day to care for our greatest resource, so the rivers continue to run, for our generation and for all those to come.

An Icon for the Future

As we set out to create an icon and a new logo for GLWA, we had some large goals: to reflect the progress of the organization and expand creative possibilities in the water sector, to increase accessibility and user experience with our brand, to expand public trust in our work, and to create a logo mark that represents our team members and the communities we serve. It was not a small task, but with our partners, we developed the icon you see today with the following elements:

• – The shield shape to reinforce GLWA as a steward of our regional waterways
• – The water droplet to send a clear and accessible message to our communities that we are the providers of clean and reliable water services
• – The house shape, or pentagon, to represent community and the Member Partners we serve across our region
• – And finally, the ripple shape that links together to create five segments, representing the five Great Lakes and the five founding partners of GLWA

New Vision, Mission, and Values

GLWA’s new vision, mission, and values act as beacons for our team as they serve our communities every day. They have become grounding principles and inspired statements that remind us of our why through every challenge we face.

Our new vision statement is:

Our new mission statement is

To deliver safe, reliable water services that support strong communities and protect our environment for generations to come.

And our new values are:

We are People Focused: From the organization’s team members to the communities they serve, people are the driving force behind the “how” and the “why” at GLWA. Comprehensive training and inclusive decision making ensure individuals are seen, heard, and valued. The diverse, intergenerational stories of GLA’s workforce reflect the very communities it serves, fueling a commitment to quality.

We are Dedicated Stewards: GLWA treats and returns wastewater to its source often cleaner than how it was found, solidifying a commitment to environmental sustainability and cultivating a brighter future for our communities. As guardians of Michigan’s most valuable natural resource, GLA is committed to investing in the next generation of water professionals through education, job creation, and research-based collaboration.

We are Approachable Experts: As a leader in the water sector, GLWA seeks to educate everyone, from elected officials to our region’s youth, about the value of water in our world. Using personal stories, engaging visuals, and approachable language simplifies complex systems and creates a shared sense of ownership across Southeast Michigan.

We are Trustworthy Leaders: GLWA provides safe, high-quality drinking water and wastewater services to millions of people across southeast Michigan, consistently surpassing state and federal standards. Through research-based innovation and operational transparency, GLWA is continuously working to maintain the public’s trust and raise the bar for the water sector around the world.

We hope you enjoy engaging with our new brand and that it offers a clear understanding of who we are and what we do. It is our goal to bring our communities together, through water, now and for generations to come.