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.

More safe sites for people living in vehicles proposed

“This is not a new model; this is something that’s been utilized around the country.”

Homelessness dipped in San Francisco during pandemic

“Our investments in shelter and housing are resulting in improvements in the lives of people experiencing homelessness and conditions on our streets.”

An Australian gem’s emotional night at the Fillmore

Orchestral arrangements amplify resonance of Gang of Youths’ material