Morning Joe hosts claim they love it. Everyone else says it sounds like a multiple-sclerosis charity with MS Paint branding.

This update also involves a new logo, sans NBCU’s signature peacock, in order to distinguish itself from NBCU. While CNBC—which stands for Consumer News and Business Channel—will keep its name, the network will also take on a new logo without the peacock.

MSNBC is rebranding and changing its name amid its exit from NBCUniversal. In a company-wide memo on Aug. 18, Versant CEO Mark Lazarus revealed it will now be called MS NOW.

MSNBC is rebranding to MS NOW, but Microsoft’s influence lingers. A look at the history of Microsoft’s role, and how the “MS” lives on.

In addition to MS Now, USA Network and Golf Channel will merge into a new USA Sports brand and CNBC will change its logo but retain its name

Reactions rolled out on the news that MSNBC is getting a new name, MS NOW, and a new logo that drops the peacock symbolism.

Cable news channel MSNBC is going to rebrand as My Source News Opinion World, or MS NOW, according to a new report from the New York Times. The change is happening because Comcast’s NBCUniversal is spinning off many of its cable TV assets into a new company called Versant, severing ties with the “NBC” part of MSNBC.