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THE — VALLEY — —

Cellular company shortens its name

An informal nickname is now a formal title for United States Cellular, which has changed its name to U.S. Cellular.

The Chicago-based company is the nation's 11th-largest wireless company and has provided service in Southern Oregon since 1983. The company also unveiled a new logo to raise brand awareness.

Greg Theis, the company's area manager for Southern Oregon, says customers have been calling it U.S. Cellular for years. He says the name change won't change the way the company does business or its commitment to provide customers with affordable communications.