The Confederated Tribes of the Umatilla Indian Reservation is shifting gears on its public transit image.
The former CTUIR Public Transit program is being re-branded with a new name, logo, slogan and community connection, according to an announcement.
Moving forward, the system will be known as "Kayak Public Transit."
The name was chosen to reflect both the Cayuse/Nez Perce word "k'ay'ak," meaning "to be free of obstructions" and for the boat-like canoe, which is also a form of transportation.
Kayak Public Transit is a regional, rural public transportation program supported by tribal funding and state and federal grants, according to the announcement. It provides transportation to the general public within the Confederated Tribes of the Umatilla Indian Reservation's ceded boundary interconnecting 14 cities within five counties in Southeast Washington and Northeast Oregon: Pendleton, Athena, Milton-Freewater, Adams, Weston, Pilot Rock, Umatilla, Irrigon, Hermiston, College Place, Walla Walla, La Grande, Pasco and Kennewick.
Last year, 96,073 rides were provided by the CTUIR public transit system.
The new brand was a collaboration between the CTUIR planning director, DECD marketing associate, CTUIR language program and communications director to reflect the region's cultural values.
Kayak Public Transit has a Facebook page and Twitter feed for social media access on daily updates and public feedback. A dedicated website is also in the works. Current bus schedules are at ctuir.org/bus.html.
Copyright 2014 - Walla Walla Union-Bulletin, Wash.