With a few turns of the screw, the transition from Qwest DSL to CenturyLink came to completion in downtown Salt Lake City on Tuesday, signalling the end of the company’s rebranding effort. The effort included the repainting of company trucks and revamping of customer bills, and had taken four months to complete. The transition marks a new milestone in CenturyLink’s history. What started as a small rural telephone company in 1968 has become a strong contender in the telecommunications arena. With its acquisition of Qwest, CenturyLink will now manage over fifteen million telephone lines, which places it third of the top three landline phone companies. But this transition to major telecom player doesn’t automatically guarantee subscribers; the company’s success at winning over customers remains to be seen.