Link - Our Brand Story
As Saskatoon grows, smarter infrastructure and better transit are essential. A reliable, efficient system not only makes it easier to move around the city, but also helps reduce congestion, lower maintenance costs, and cut emissions—building a cleaner, more connected future for everyone.
That’s where Link comes in.
Link is Saskatoon’s new rapid transit system, designed to be the backbone of our city’s public transit network. Serving high-traffic corridors like College Drive and 1st Avenue, Link will provide frequent, reliable service through three dedicated rapid transit lines, supported by local feeder routes and transit priority measures.
Why “Link”?
After extensive planning, research, and consultation, the name Link was chosen to capture the essence of this new service. Link represents:
- Connectivity – bringing people, places, and opportunities together.
- Reliability – a modern service people can count on.
- Accessibility – welcoming and easy to use for everyone.
- Speed & Efficiency – moving people where they need to go, faster.
The name was developed through an eight-step process led by global design firm Entro, which included brand audits, stakeholder input, visioning workshops, and validation. Participants described Link as clear, modern, and timeless—easy to understand, and easy to embrace.
Part of Saskatoon Transit, with its own identity
While Link falls under the master brand of Saskatoon Transit, it will have its own distinct visual identity. This highlights its unique role while complementing the broader transit network. Research from other North American cities shows that introducing a strong, recognizable BRT brand early is key to adoption and long-term success.
Link isn’t just about buses—it’s about giving people more choice, more freedom, and more opportunities to move around Saskatoon with ease.