1 Of 2 Ortley Beach Logos Was Painted Over For Company Trademark

ORTLEY BEACH, N.J. (CBSNewYork) — Controversy has erupted over a water tower in the Jersey Shore town of Ortley Beach.

As CBS 2’s Christine Sloan reported, the dispute is not about the water tower itself, but what is painted on the outside.

The New Jersey American Water utility company just renovated the tower in Ortley Beach. Before Superstorm Sandy, both sides of the tank had the Ortley Beach logo – with a pair of dolphins on each side of the name of the unincorporated district of Toms River Township.

The Ortley Beach logo with the dolphins remains on one side. But on the other, it has been replaced by the logo of the water company on the southern side — where more drivers can see it.

“I think it is terrible,” said Ortley Beach deli owner Richard Sullivan. “I think it was a symbol of Ortley Beach and the people loved it, and I think what they should have done, what it is, put Ortley Beach and the dolphins on both sides.”

New Jersey American Water said while some in the town may be disappointed that the dolphins were not placed on both sides of the tank, the company hopes customers understand the logo is more than just a branding service.

“(The logo) represents the thousands of hours our employees from around the state put in to totally rebuild a local water system that had been completely destroyed by the storm,” New Jersey American Water said in a statement.

But residents said they have endured lot too. Their town was ravaged and devastated by Sandy in October 2012.

“I think the Ortley Beach logo on the tower was significant for the area, and the area suffered enough struggle that they need to put the dolphins back up there,” said resident Lisa Apuzzio.

Sullivan, whose deli faces the tank, said the water company could have kept both town logos and placed its own in between. But water company officials said they have no plans to change the current branding.

New Jersey American Water said it has more than 230 tanks in the state, and almost all of them are painted displaying the company logo.

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