In an effort to focus on the state-of-the-art communications capabilities it offers the North Bryan area, Pembroke Telephone Company is about to get a new name.

As part of a new branding initiative, Pembroke Telephone Company will be known as Pembroke Advanced Communications (PAC) beginning Tuesday. The public is invited to an informal unveiling at 10 a.m. that day at the phone company, 185 E. Bacon St., Pembroke.

“We are completing North Bryan County’s first fiber network that will enable every area resident and business to have access to the most modern digital communications possible, said Mary Anna Hite, chief financial officer and co-owner of the company. “It is only natural that we reinforce our dedication to advanced technology in all aspects of our public imaging.”

In addition to its new PAC trade name, the company has updated its logo. Previously a stylized “star” from a telephone keypad, the updated star symbolizes two-way data communication over a digital network, according to a company press release.

Founded in 1905 and owned continuously since 1946 by members of the Beardslee family, Pembroke Advanced Communications offers high-speed broadband Internet access, HD and SD digital television services along with cellular and landline telephone technologies and more.