Midcontinent Communications, a cable TV and Internet provider serving Minnesota, South Dakota, North Dakota or Wisconsin, launched a rebranding effort Tuesday.

As part of the effort, the company will now be known by its nickname, Midco, effective immediately.

Midco said the change will help the company align itself with its colloquial moniker for better brand recognition and will help the company move into the future.

“Most of our customers already call us Midco,” said Midco CEO Pat McAdaragh. “We believe our shortened name, logo and marketing honor our past, and more importantly, point to where we’re going in the future.”

Midco also unveiled a new logo to complete its transformation, but said it will take some time to update the design on all its materials, such as service vehicles, letterhead, envelopes and apparel. The company has already posted the updated design to its website, and will use the new logo on advertising and marketing materials, effective immediately.

The company also announced Tuesday its plans to complete the roll out of its gigabit Internet service by the end of 2017.

In July, Midco announced it was working with Cisco to deploy the latter’s cBR-8 converged cable access platform across Midco’s entire network footprint in preparation for the gigabit roll out.

Midco followed up with an announcement in September that homes and business in Fargo, Moorhead and West Fargo would be the first in its coverage area to receive gigabit Internet. A launch date for the service was not provided.