TransLinkCard2.jpg


Thanks to y’all helpful folks who sent us this SFGate blog post marveling at how the TransLink card will be rebranded to Clipper at a price of “about $500,000.” Even bigger thanks (and hugs and kisses) to those of you sending it saying “didn’t you cover this months ago?”

However, clearly this was news to the folks at Rescue Muni, which seems to underscore Appeal commenters’ speculation that RM is a bit, um, out of touch. (Which is too bad! Rescue Muni, the people are clamoring for you! You’re in demand!)

But, yeah, we reported this story back in December, after being alerted to the MTC plan by a Dec 11 blog post from Akit. So, YEAH, WE KNOW.

Oh, one other thing? The total cost for the rebrand will be was going to be almost a million dollars, not $500K: as we noted in December, they’re expecting to spend $500K to rebrand all the machines, and “An additional $475K will be spent at Swirl Integrated Marketing ‘to enable development of new brochures and other customer communication tools that reflect the new brand.'” Update: Akit lets us know that the new budget to rebrand TransLink is $1.375 million. Thanks for the update, Akit! Folks, this is one of the many reasons why you should read his blog: he reads the documents.

Everyone’s forgiven for not remembering our December story, of course (kisses and hugs again!) but if you want to get mad about how much money’s going towards the TransLink rebrand, now you have an even bigger number to get pissed over.

the author

Eve Batey is the editor and publisher of the San Francisco Appeal. She used to be the San Francisco Chronicle's Deputy Managing Editor for Online, and started at the Chronicle as their blogging and interactive editor. Before that, she was a co-founding writer and the lead editor of SFist. She's been in the city since 1997, presently living in the Outer Sunset with her husband, cat, and dog. You can reach Eve at eve@sfappeal.com.

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  • Xenu

    Sometimes perception isn’t reality; but sometimes it is. And the later is when rebranding doesn’t help.

  • Xenu

    Sometimes perception isn’t reality; but sometimes it is. And the later is when rebranding doesn’t help.

  • Eve Batey

    Love this, please make this into a t-shirt. Ladies medium, prefer dark colors (I’m messy).

  • Eve Batey

    Love this, please make this into a t-shirt. Ladies medium, prefer dark colors (I’m messy).

  • kl2real

    The thing that needs a rebrand is MUNI! Oh but where to start? Congrats to super sleuth Akit, though it really hurts me to say so.

  • kl2real

    The thing that needs a rebrand is MUNI! Oh but where to start? Congrats to super sleuth Akit, though it really hurts me to say so.

  • Akit

    I appreciate it.

  • Akit

    I appreciate it.

  • TEEBEAVY

    Great, now between muni accidents and such campaigns we are sure to get more fare increases. Akit, great job btw!

  • TEEBEAVY

    Great, now between muni accidents and such campaigns we are sure to get more fare increases. Akit, great job btw!

  • areallyniceguy

    TransWhat?

  • areallyniceguy

    TransWhat?

  • DT

    Akit is a hero! He does tremendous things to reveal the filth that underlies MUNI management and misinformation.

    Over a million to re-brand crappy, outdated technology. I wonder which City department will be raided to pay for this.

  • DT

    Akit is a hero! He does tremendous things to reveal the filth that underlies MUNI management and misinformation.

    Over a million to re-brand crappy, outdated technology. I wonder which City department will be raided to pay for this.

  • Akit

    From reading the documents, one source of funding for the brand change is through the “Regional Measure 2” funds we voted and approved upon. I forgot how that got funded, an extra buck off the Bay Area bridges?

  • Akit

    From reading the documents, one source of funding for the brand change is through the “Regional Measure 2” funds we voted and approved upon. I forgot how that got funded, an extra buck off the Bay Area bridges?

  • Brant

    I don’t know if this has already been discussed elsewhere, but not only is the rebranding a classic rearranging of deck chairs, but the the name “Clipper” is inexcusably bad.

    First, “TransLink” is actually descriptive! How quaint! Hooray!

    Moreover, naming a chip card “Clipper” is evocative of the Clipper Chip, the federal government’s abortive 1990’s attempt to ensure they had a backdoor into everyone’s data privacy. That kind of association with a card with a chip in it that could be used to track your movements seems like exactly the kind of thing a Big Fancy Marketing Firm should be identifying & avoiding. Admittedly, not everyone is going to make the association, but this is the Bay Area, magnet to anarchists, technologists, lefties, and geeks.
    http://en.wikipedia.org/wiki/Clipper_chip

  • Brant

    I don’t know if this has already been discussed elsewhere, but not only is the rebranding a classic rearranging of deck chairs, but the the name “Clipper” is inexcusably bad.

    First, “TransLink” is actually descriptive! How quaint! Hooray!

    Moreover, naming a chip card “Clipper” is evocative of the Clipper Chip, the federal government’s abortive 1990’s attempt to ensure they had a backdoor into everyone’s data privacy. That kind of association with a card with a chip in it that could be used to track your movements seems like exactly the kind of thing a Big Fancy Marketing Firm should be identifying & avoiding. Admittedly, not everyone is going to make the association, but this is the Bay Area, magnet to anarchists, technologists, lefties, and geeks.
    http://en.wikipedia.org/wiki/Clipper_chip