WILMINGTON – “The Current” image is being re-branded as “The MOOver” starting this week.
The Current brand, based in Rockingham, represents bus routes and transit services in 30 towns in Windham and southern Windsor County. It features blue waves to symbolize a river with green letters spelling “The Current”. The MOOver has Holstein spots.
When the MOOver, based in Wilmington, merged with the Current in 2015 to form Southeast Vermont Transit, there were two divisions and a corporate name. As part of the consolidation plan, many functions like finance, procurement, legal, capital, grant writing, and marketing were consolidated. A few items remain to be merged, including the consolidation of brands into one.
In recent months, vehicles sporting different names and logos were swapped between regions. This has accelerated the need for the final re-branding phase.
“The company needs to continue to look for operating and capital efficiencies,” said SEVT CEO Randy Schoonmaker. “Thinking of 24 Current buses and 28 MOOver buses as one fleet is logical and the best use of our resources.”
The Current’s seven vehicles that serve Brattleboro will be re-done with Holstein spots during the next three months. The balance of the Current’s fleet is awaiting a possible federal and state grant this summer to re-brand those 17 buses.
Both divisions will be called the MOOver with the one logo and image across its large service area. Buses will feature front and side destination signs and a special placard at the entrance door to differentiate which bus goes on which route.
“This really is the final, logical step of our consolidation,” says Schoonmaker. “We’ve worked hard on the merger plan for five years, and by next winter we should be complete with this final phase.”