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Oklahoma City's bus agency gets a new name and new image

The Central Oklahoma Transportation and Parking Authority board Friday adopted a new brand name — EMBARK — for its services.
by William Crum Published: September 7, 2013

As it prepares to incorporate the downtown streetcar into its operations and revamp bus service, the Central Oklahoma Transportation and Parking Authority is creating a new image for itself.

The authority's board voted Friday to change its public face, adopting the brand name EMBARK for the services that it has provided the public since 1966 — including parking garages.

Corporate visual identity plays a significant role in the way an organization presents itself, said Administrator Rick Cain.

“It makes sense to demonstrate how we're turning a corner with our public transportation in Oklahoma City,” he said. “In just a short time, this won't be the same transportation system we have today, and the new name captures the spirit of where we're headed.”

Changes designed to promote ridership by putting buses on easy-to-understand, frequent schedules are set to take effect early next year.

Public meetings are planned next month on route changes and a proposed fare increase. The authority's board is expected to vote on the package in November.

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by William Crum
OU and Norman High School graduate, formerly worked as a reporter and editor for the Associated Press, the Star Tribune in Minneapolis, and the Norman Transcript. Married, two children, lives in Norman.
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