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MSNBC is rebranding to MS NOW and removing the NBC peacock logo as part of its plans for an upcoming corporate spinoff.

The move comes as part of a larger plan by Comcast to separate several cable channels from NBCUniversal and place them into a new publicly traded company called Versant.

The new name, MS NOW, represents "My Source News Opinion World." According to Versant CEO Mark Lazarus, the shift is designed to highlight the network's role in delivering breaking news and opinion-driven coverage.

In a memo to staff, he explained, "Most importantly, while the name will be different, the brand's commitment to its audience will not change."

MSNBC's decision reflects its nearly 30-year history. According to CBS News, the channel first launched as a collaboration between Microsoft and NBC, blending "MS" with NBC's branding.

Now, with NBCUniversal holding on to the iconic peacock symbol, MS NOW and other Versant channels—including CNBC, USA, Oxygen, E!, and SYFY—will adopt fresh logos and visual styles. CNBC will keep its name but will also roll out a redesigned look.

Kutler Says Rebranding to MS NOW Was a Tough Decision

For many staff members, leaving behind the old name was not easy. MSNBC President Rebecca Kutler acknowledged that it was a difficult call.

"This was not a decision that was made quickly or without significant debate," she wrote in a memo.

She said the change gives the network a chance to set its own course and operate as an independent news organization.

Lately, MSNBC has been getting ready for the change by setting up its own independent newsroom

To strengthen its team, the channel has brought on over 30 journalists from major outlets like Bloomberg, Politico, The Washington Post, and also CNN.

A number of NBC News reporters, such as Jacob Soboroff, Vaughn Hillyard, Brandy Zadrozny, and Antonia Hylton, have also come on board.

The rebrand means MSNBC will no longer rely as heavily on NBC News for reporting. Instead, the two networks will compete more directly for stories and audience attention.

Anchor Rachel Maddow supported the rebranding, noting that the timing is right as the network is not only separating from NBC News corporately but also stepping into direct competition.

According to Variety, Versant plans to promote the launch of MS NOW with a major marketing campaign and expand its presence across platforms like YouTube, TikTok, podcasts, and live events.