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

MSNBC will change its name to MS Now, for My Source News Opinion World, and unveil a new logo this year as part of the cable news channel’s spinoff from the Comcast-owned media company NBCUniversal. CNBC's Andrew Ross Sorkin joins Joe Scarborough to break the news.

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.

Left-leaning cable channel MSNBC was derided on Monday for the worst rebrand since New Coke after announcing a name change to MS NOW.

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.

USA Network and Golf Channel will merge into a new USA Sports brand, which will join MS NOW in getting a new peacockless logo. And because NBCUniversal wants to keep its bird branding to itself after the split, you can also expect new logos for CNBC, GolfNow, and SportsEngine.

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

The New York Daily News previews the launch of the MSNBC cable channel, a joint venture of Microsoft and NBC, on Monday, July 15, 1996. Who'd have thought

The change comes as MSNBC and other Comcast cable networks are set to spin off into a separate company, Versant, led by Mark Lazarus. In addition to MSNBC, CNBC, Golf Channel, GolfNow, and SportsEngine will also be joining Versant and all will be losing the iconic Peacock logo.