Frequently-plagued Translink card could soon have a new identity 

TransLink, the oft-delayed regional one-stop transit card, is going through a re-branding process.

With the universal card expected to pass a number of major milestones this year, including its implementation into both the Valley Transportation Authority (Santa Clara County) and SamTrans systems, the folks behind the plan think it’s a good time to reintroduce the technology with a new name and a fresh spin. Plus, a bunch of transit agencies are already using the generic-sounding TransLink for other purposes.

An early recommendation by the Metropolitan Transportation Commission, which oversees the Translink program, is to rename the card Clipper, which apparently, will evoke memories of the fleet-moving Clipper ships from the days of yore. With Translink’s sluggish process, that could be a tough sell.

Pending copyright issues, the ugly caterpillar once known as TransLink will be transformed into Clipper, the beautiful butterfly, by the middle of next year.

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Will Reisman

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