Posted May 9 , 2013


Regional Council approves ION as the new brand name for the Region’s Rapid Transit service

Waterloo Region – Regional Council approved ION as the new brand name for the Region’s Rapid Transit (RT) service. ION has a number of meanings including ‘going’ in Greek. It links to the region’s academic and scientific communities as well as the pioneering heritage of electricity in Waterloo Region.

“The best brand names are unique, intelligent, memorable and distinct. ION is a powerful brand name that will help us attract new riders,” said Jim Wideman, Regional Councillor and Chair of the Region’s Planning and Works Committee. “It’s a made-in-Waterloo Region solution that will provide plenty of inspiration for the Region to tell the Rapid Transit story now and in the future.

ION emerged as the most preferred option during the first phase of the Region’s public consultation process, registering strong first impressions and positive word associations. During this phase, more than 500 names were proposed and collected from the community.

Each of these names was reviewed and examined with two names ultimately emerging as the finalists. A telephone survey was then conducted to evaluate both names as well as collect additional public comments.

“ION connects directly with Grand River Transit and iXpress, providing a family feel for the entire public transit system,” said Darshpreet Bhatti, Rapid Transit Director. “It is a unique and distinct name in the transit industry and works for both technologies – adapted Bus Rapid Transit (aBRT) and Light Rail Transit (LRT).”

The next step in the brand process includes developing a logo for ION. Public consultation on the logo and visual identity will be collected through several focus group sessions. The feedback and comments received from residents during these sessions will assist in making a final recommendation to Council this summer.

Waterloo Region’s Rapid Transit service will provide a frequent, reliable and convenient way for residents to travel throughout the Region, while strengthening the local economy and creating jobs.

All three levels of government have announced funding commitments to the Region of Waterloo's Rapid Transit project.

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