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.

The change, announced on Monday, comes as MSNBC has been building its own news division, as NBC News will no longer be a sister outlet following the spinoff. MSNBC and other Comcast cable networks will be part of a separate company, Versant, led by Mark Lazarus.

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

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

The cable news network will adopt the new name MS NOW ahead of its spinoff from NBCUniversal.

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

Political news network MSNBC is preparing to change its name, part of Comcast Corp.’s plan to spin off some of its cable channels into a separate company called Versant.