diff --git a/.gitignore b/.gitignore
index 15d92cbc9..c9f644607 100644
--- a/.gitignore
+++ b/.gitignore
@@ -11,7 +11,7 @@ src/test/v*/pb_*.rs
 src/test/v*/*_pb.rs
 src/test/lib
 protobuf-bin-gen-rust
-protoc-gen-rust
+protoc-gen-rs
 target/
 Cargo.lock
 .idea
diff --git a/protobuf-codegen/Cargo.toml b/protobuf-codegen/Cargo.toml
index 00dabb3ac..ff6332b57 100644
--- a/protobuf-codegen/Cargo.toml
+++ b/protobuf-codegen/Cargo.toml
@@ -9,7 +9,7 @@ repository = "https://github.com/stepancheg/rust-protobuf/"
 description = """
 Code generator for rust-protobuf.
 
-Includes a library to invoke programmatically (e. g. from `build.rs`) and `protoc-gen-rust` binary.
+Includes a library to invoke programmatically (e. g. from `build.rs`) and `protoc-gen-rs` binary.
 """
 
 [lib]
@@ -27,8 +27,8 @@ protobuf-parse = { path = "../protobuf-parse", version = "=4.0.0-alpha.0" }
 
 [[bin]]
 
-name = "protoc-gen-rust"
-path = "src/bin/protoc-gen-rust.rs"
+name = "protoc-gen-rs"
+path = "src/bin/protoc-gen-rs.rs"
 test = false
 
 [package.metadata.docs.rs]
diff --git a/protobuf-codegen/README.md b/protobuf-codegen/README.md
index 5f1e2d764..90aa0522f 100644
--- a/protobuf-codegen/README.md
+++ b/protobuf-codegen/README.md
@@ -7,14 +7,14 @@ This crate is useful mostly from `build.rs` scripts to generate `.rs` files duri
 # How to generate code
 
 There are three main ways to generate `.rs` files from `.proto` files:
-* using `protoc` command line tool and `protoc-gen-rust` plugin
+* using `protoc` command line tool and `protoc-gen-rs` plugin
 * using this crate `Codegen` with pure rust parser
 * using this crate `Codegen` with `protoc` parser
 
 Which one should you use depends on your needs.
 
 If you are using non-cargo build system (like Bazel), you might prefer
-using `protoc-gen-rust` plugin for `protoc`.
+using `protoc-gen-rs` plugin for `protoc`.
 
 If you build with `cargo`, you probably want to use `Codegen` from this crate.
 
@@ -54,12 +54,12 @@ protobuf_codegen::Codegen::new()
     .run_from_script();
 ```
 
-## How to use `protoc-gen-rust`
+## How to use `protoc-gen-rs`
 
 If you have to.
 
 (Note `protoc` can be invoked programmatically with
-[protoc crate](https://docs.rs/protoc/%3E=3.0.0-alpha))
+[protoc crate](https://docs.rs/protoc/%3E=3.1.0-alpha))
 
 0) Install protobuf for `protoc` binary.
 
@@ -78,11 +78,11 @@ apt-get install protobuf-compiler
 Protobuf is needed only for code generation, `rust-protobuf` runtime
 does not use C++ protobuf library.
 
-1) Install `protoc-gen-rust` program (which is `protoc` plugin)
+1) Install `protoc-gen-rs` program (which is `protoc` plugin)
 
 It can be installed either from source or with `cargo install protobuf-codegen` command.
 
-2) Add `protoc-gen-rust` to $PATH
+2) Add `protoc-gen-rs` to $PATH
 
 If you installed it with cargo, it should be
 
@@ -93,7 +93,7 @@ PATH="$HOME/.cargo/bin:$PATH"
 3) Generate .rs files:
 
 ```sh
-protoc --rust_out . foo.proto
+protoc --rs_out . foo.proto
 ```
 
 This will generate .rs files in current directory.
diff --git a/protobuf-codegen/src/bin/protoc-gen-rs.rs b/protobuf-codegen/src/bin/protoc-gen-rs.rs
new file mode 100644
index 000000000..71de4ce99
--- /dev/null
+++ b/protobuf-codegen/src/bin/protoc-gen-rs.rs
@@ -0,0 +1,3 @@
+fn main() {
+    protobuf_codegen::protoc_gen_rs::protoc_gen_rust_main();
+}
diff --git a/protobuf-codegen/src/bin/protoc-gen-rust.rs b/protobuf-codegen/src/bin/protoc-gen-rust.rs
deleted file mode 100644
index 8c34e49b5..000000000
--- a/protobuf-codegen/src/bin/protoc-gen-rust.rs
+++ /dev/null
@@ -1,3 +0,0 @@
-fn main() {
-    protobuf_codegen::protoc_gen_rust::protoc_gen_rust_main();
-}
diff --git a/protobuf-codegen/src/codegen/mod.rs b/protobuf-codegen/src/codegen/mod.rs
index 2e6406cdc..aab0142e8 100644
--- a/protobuf-codegen/src/codegen/mod.rs
+++ b/protobuf-codegen/src/codegen/mod.rs
@@ -34,7 +34,7 @@ enum CodegenError {
 
 /// Entry point for `.proto` to `.rs` code generation.
 ///
-/// This is similar to `protoc --rust_out...`.
+/// This is similar to `protoc --rs_out...`.
 #[derive(Debug, Default)]
 pub struct Codegen {
     /// What parser to use to parse `.proto` files.
@@ -208,8 +208,8 @@ impl Codegen {
 
     /// Invoke the code generation.
     ///
-    /// This is roughly equivalent to `protoc --rust_out=...` but
-    /// without requiring `protoc-gen-rust` command in `$PATH`.
+    /// This is roughly equivalent to `protoc --rs_out=...` but
+    /// without requiring `protoc-gen-rs` command in `$PATH`.
     ///
     /// This function uses pure Rust parser or `protoc` parser depending on
     /// how this object was configured.
diff --git a/protobuf-codegen/src/customize/mod.rs b/protobuf-codegen/src/customize/mod.rs
index 22cc7d550..729aa4dd8 100644
--- a/protobuf-codegen/src/customize/mod.rs
+++ b/protobuf-codegen/src/customize/mod.rs
@@ -161,7 +161,7 @@ impl Customize {
     /// So the generated code (and more importantly, generated binary size) is smaller,
     /// but reflection, text format, JSON serialization won't work.
     ///
-    /// Note when using `protoc` plugin `protoc-gen-rust`, the option name is just `lite`.
+    /// Note when using `protoc` plugin `protoc-gen-rs`, the option name is just `lite`.
     pub fn lite_runtime(mut self, lite_runtime: bool) -> Self {
         self.lite_runtime = Some(lite_runtime);
         self
diff --git a/protobuf-codegen/src/lib.rs b/protobuf-codegen/src/lib.rs
index 0471d7c2d..847f90e62 100644
--- a/protobuf-codegen/src/lib.rs
+++ b/protobuf-codegen/src/lib.rs
@@ -5,14 +5,14 @@
 //! # How to generate code
 //!
 //! There are three main ways to generate `.rs` files from `.proto` files:
-//! * using `protoc` command line tool and `protoc-gen-rust` plugin
+//! * using `protoc` command line tool and `protoc-gen-rs` plugin
 //! * using this crate `Codegen` with pure rust parser
 //! * using this crate `Codegen` with `protoc` parser
 //!
 //! Which one should you use depends on your needs.
 //!
 //! If you are using non-cargo build system (like Bazel), you might prefer
-//! using `protoc-gen-rust` plugin for `protoc`.
+//! using `protoc-gen-rs` plugin for `protoc`.
 //!
 //! If you build with `cargo`, you probably want to use `Codegen` from this crate.
 //!
@@ -57,7 +57,7 @@
 //!     .run_from_script();
 //! ```
 //!
-//! ## How to use `protoc-gen-rust`
+//! ## How to use `protoc-gen-rs`
 //!
 //! If you have to.
 //!
@@ -81,11 +81,11 @@
 //! Protobuf is needed only for code generation, `rust-protobuf` runtime
 //! does not use C++ protobuf library.
 //!
-//! 1) Install `protoc-gen-rust` program (which is `protoc` plugin)
+//! 1) Install `protoc-gen-rs` program (which is `protoc` plugin)
 //!
 //! It can be installed either from source or with `cargo install protobuf-codegen` command.
 //!
-//! 2) Add `protoc-gen-rust` to $PATH
+//! 2) Add `protoc-gen-rs` to $PATH
 //!
 //! If you installed it with cargo, it should be
 //!
@@ -96,7 +96,7 @@
 //! 3) Generate .rs files:
 //!
 //! ```sh
-//! protoc --rust_out . foo.proto
+//! protoc --rs_out . foo.proto
 //! ```
 //!
 //! This will generate .rs files in current directory.
@@ -136,7 +136,7 @@ mod compiler_plugin;
 mod customize;
 mod gen;
 pub mod gen_and_write;
-pub mod protoc_gen_rust;
+pub mod protoc_gen_rs;
 
 pub use codegen::Codegen;
 pub use customize::Customize;
diff --git a/protobuf-codegen/src/protoc_gen_rust.rs b/protobuf-codegen/src/protoc_gen_rs.rs
similarity index 93%
rename from protobuf-codegen/src/protoc_gen_rust.rs
rename to protobuf-codegen/src/protoc_gen_rs.rs
index fcfacabec..8cfb7a0e2 100644
--- a/protobuf-codegen/src/protoc_gen_rust.rs
+++ b/protobuf-codegen/src/protoc_gen_rs.rs
@@ -11,7 +11,7 @@ pub fn protoc_gen_rust_main() {
         let customize = Customize::parse_from_parameter(r.parameter).expect("parse options");
         gen_all(
             r.file_descriptors,
-            "protoc --rust_out=...",
+            "protoc --rs_out=...",
             r.files_to_generate,
             &customize,
             &CustomizeCallbackDefault,
diff --git a/protobuf-examples/pure-vs-protoc/build.rs b/protobuf-examples/pure-vs-protoc/build.rs
index 5e4385977..7bafeb814 100644
--- a/protobuf-examples/pure-vs-protoc/build.rs
+++ b/protobuf-examples/pure-vs-protoc/build.rs
@@ -5,7 +5,7 @@ fn main() {
     // and with codegen depending on `protoc` binary.
     // This is for demonstration purposes; in practice you'd need either of them.
     //
-    // Note there's a third option: using `protoc` binary directly and `protoc-gen-rust`
+    // Note there's a third option: using `protoc` binary directly and `protoc-gen-rs`
     // plugin, this is a canonical way to generate protobuf sources.
     // This is not possible to do with Cargo (since Cargo cannot depend on binaries)
     // but can be used with some other build system.
diff --git a/protobuf-parse/src/protoc/command.rs b/protobuf-parse/src/protoc/command.rs
index f29d7e377..0f972d074 100644
--- a/protobuf-parse/src/protoc/command.rs
+++ b/protobuf-parse/src/protoc/command.rs
@@ -3,7 +3,7 @@
 //! `protoc` command must be in `$PATH`, along with `protoc-gen-LANG` command.
 //!
 //! Note that to generate `rust` code from `.proto` files, `protoc-rust` crate
-//! can be used, which does not require `protoc-gen-rust` present in `$PATH`.
+//! can be used, which does not require `protoc-gen-rs` present in `$PATH`.
 
 #![deny(missing_docs)]
 #![deny(rustdoc::broken_intra_doc_links)]
diff --git a/protobuf/regenerate.sh b/protobuf/regenerate.sh
index 4987e8eee..f8c23fdbf 100755
--- a/protobuf/regenerate.sh
+++ b/protobuf/regenerate.sh
@@ -32,9 +32,9 @@ MSYS_NT*)
 esac
 
 "$PROTOC" \
-    --plugin=protoc-gen-rust="$where_am_i/target/debug/protoc-gen-rust$exe_suffix" \
-    --rust_out tmp-generated \
-    --rust_opt 'inside_protobuf=true gen_mod_rs=false' \
+    --plugin=protoc-gen-rs="$where_am_i/target/debug/protoc-gen-rs$exe_suffix" \
+    --rs_out tmp-generated \
+    --rs_opt 'inside_protobuf=true gen_mod_rs=false' \
     -I../proto \
     ../proto/google/protobuf/*.proto \
     ../proto/google/protobuf/compiler/*.proto \
diff --git a/protobuf/src/descriptor.rs b/protobuf/src/descriptor.rs
index 2b5459b3b..2c296f4d8 100644
--- a/protobuf/src/descriptor.rs
+++ b/protobuf/src/descriptor.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/doctest_pb.rs b/protobuf/src/doctest_pb.rs
index 48e174c51..4c7df20f1 100644
--- a/protobuf/src/doctest_pb.rs
+++ b/protobuf/src/doctest_pb.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/plugin.rs b/protobuf/src/plugin.rs
index 2bd9bf14d..123e3076d 100644
--- a/protobuf/src/plugin.rs
+++ b/protobuf/src/plugin.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/rustproto.rs b/protobuf/src/rustproto.rs
index 2c634573e..ad38f667b 100644
--- a/protobuf/src/rustproto.rs
+++ b/protobuf/src/rustproto.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/any.rs b/protobuf/src/well_known_types/any.rs
index fbf92a477..4b4b21979 100644
--- a/protobuf/src/well_known_types/any.rs
+++ b/protobuf/src/well_known_types/any.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/api.rs b/protobuf/src/well_known_types/api.rs
index 61fa2eb9b..a4f54cb5e 100644
--- a/protobuf/src/well_known_types/api.rs
+++ b/protobuf/src/well_known_types/api.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/duration.rs b/protobuf/src/well_known_types/duration.rs
index aeb674fd0..6cd6c75e0 100644
--- a/protobuf/src/well_known_types/duration.rs
+++ b/protobuf/src/well_known_types/duration.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/empty.rs b/protobuf/src/well_known_types/empty.rs
index e7c1ebb29..0e0ffadad 100644
--- a/protobuf/src/well_known_types/empty.rs
+++ b/protobuf/src/well_known_types/empty.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/field_mask.rs b/protobuf/src/well_known_types/field_mask.rs
index b4b1cdee2..eacb6b292 100644
--- a/protobuf/src/well_known_types/field_mask.rs
+++ b/protobuf/src/well_known_types/field_mask.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/source_context.rs b/protobuf/src/well_known_types/source_context.rs
index f5eb706df..f85ff6a85 100644
--- a/protobuf/src/well_known_types/source_context.rs
+++ b/protobuf/src/well_known_types/source_context.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/struct_.rs b/protobuf/src/well_known_types/struct_.rs
index 946e4e650..d63829ec4 100644
--- a/protobuf/src/well_known_types/struct_.rs
+++ b/protobuf/src/well_known_types/struct_.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/timestamp.rs b/protobuf/src/well_known_types/timestamp.rs
index 1218598e4..0ddde14d0 100644
--- a/protobuf/src/well_known_types/timestamp.rs
+++ b/protobuf/src/well_known_types/timestamp.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/type_.rs b/protobuf/src/well_known_types/type_.rs
index e291a2eb9..437d26b48 100644
--- a/protobuf/src/well_known_types/type_.rs
+++ b/protobuf/src/well_known_types/type_.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702
diff --git a/protobuf/src/well_known_types/wrappers.rs b/protobuf/src/well_known_types/wrappers.rs
index b586e6980..2babd0db9 100644
--- a/protobuf/src/well_known_types/wrappers.rs
+++ b/protobuf/src/well_known_types/wrappers.rs
@@ -1,5 +1,5 @@
 // This file is generated by rust-protobuf 4.0.0-alpha.0. Do not edit
-// .proto file is parsed by protoc --rust_out=...
+// .proto file is parsed by protoc --rs_out=...
 // @generated
 
 // https://github.com/rust-lang/rust-clippy/issues/702