If the city’s suggested branding is approved, Saskatoon bus riders could soon be hopping on the “Link”
Saskatoon city council will be asked next week to approve a brand identity for the city’s long-awaited bus rapid transit (BRT) service.
City officials are suggesting Saskatoon Transit’s multimillion-dollar BRT system be dubbed “Link,” and are putting forward a proposed logo, which is meant to emphasize the BRT as a “unique service” under the “master brand” of Saskatoon Transit, according to a city media release.
City council members will have an opportunity to weigh in at a July 17 meeting of the governance and priorities committee.
The proposed logo features lettering using the same font and colour scheme as the current Saskatoon Transit logo. The city contracted Entro, “a global firm with specialized knowledge in this field” to develop the new brand, the release said.
The new branding is “essential to the success of the new transit service,” the release stated, while claiming other North American cities have used specialized branding to help promote their own BRT services.
The city has hired engineering firm CIMA+ to complete detailed design work and assist with contract tendering and management.
Work is expected to get underway this summer, including installation of concrete platforms at the first 14 stations this year, followed by 30 more in 2025.
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