Saskatoon’s Governance and Priorities Commitee has approved the name proposed for the city’s new Bus Rapid Transit system and will be recommending it to City Council.

If approved by Council, the name ‘Link’ will appear on all the marketing material, bus stations and signage that will go up in advance of the BRT line, which it slated to be operational by 2028.

Carla Blumers, the Director of Communications and Public Engagement, says over 44 engagement sessions were held with stakeholders regarding the new branding. Participants included transit staff, bus riders, Indigenous Elders, newcomers, and students.

“Link is not just a new name, but a new era for public transit in our city. Saskatoon continues to see remarkable growth. As you know, we’ve added 25,000 people over the last two years. With that growth comes the necessity to link our city together.”

She says during engagement sessions regarding the name, Link was associated with words such as connectivity, modern, welcoming, and effortless.

‘Research in cities shows that cities who introduce the brand identity prior to the start of construction prior to the start of construction had more success with the adoption of the new name and the eventual service.”

Each characteristic of the logo was also designed with a purpose.

“The arm and the leg on the ‘K’ wrap its stem, extending a warm welcome. The rounded ends enhance its friendly appearance, and mirrors Saskatoon’s picturesque, natural scenery.”

Concrete work for fourteen BRT stations is expected to begin this summer, with work on 74 more coming in future years. Delivery dates for twenty new diesel buses will begin in 2025.

Several aspects of the BRT project are currently underway, including testing of transit signal priority systems and the functional design of transit lanes on 1st avenue. The extent of the work set to take place in 2024 includes concrete platforms, concrete bus stopping pads, and short sections of sidewalk at some locations.