SureWest Communications has decided that going with one, unified brand could be a sure thing.

The company said the name of its Roseville Telephone Company subsidiary will change to SureWest Telephone effective Oct. 27. On that date, the company will also change the name of its long distance division to SureWest Long Distance.

The telco unit has operated under the Roseville banner for nearly 90 years, but “with much appreciation for our heritage, it’s time to celebrate the growth and future of the company by uniting all our subsidiaries under the SureWest name,” said company President and CEO Brian Strom.

Despite the name change, the company will remain headquartered in Roseville, Calif.

Separately, SureWest said it would continue to support its fiber-to-the-home efforts in the Sacramento area by snapping up 5,000 broadband residential gateways and a fiber media converter from Allied Telesyn. The RG-223 gateway will distribute IP-based video, voice and data services to SureWest’s FTTH customers.