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.

MSNBC is undergoing a rebrand. In the coming weeks or months (no date has been announced), the cable news channel will be called My Source News Opinion World, or MS NOW. This, despite previous reports that the network wouldn’t be altering its name.

When MSNBC spins off from NBCUniversal (NBCU) by the end of its year to become an independent company, it will have a new name and logo. MSNBC will become My Source News Opinion World (MS NOW), and the multicolored Peacock logo MSNBC now borrows from its outgoing parent company will be replaced with a new red, white, and blue mark.

(Reuters) -Cable news network MSNBC will change its name and drop the iconic peacock logo as parent Comcast presses ahead with the planned separation of many NBCUniversal cable networks later this year.

One brand strategist, Oliver Errichiello, who has advised more than 200 companies, called the rebrand “a big failure.” He noted that it did not retain elements of NBC’s signature peacock, a logo recognized by television viewers for nearly a century, and one that many graphic designers regard as one of the best corporate marks of all time.

Cable news channel MSNBC will rebrand as My Source News Opinion World, or MS NOW, according to internal memos seen by Reuters today, as parent Comcast presses ahead with the planned separation of many NBCUniversal cable networks later this year.

MSNBC will rebrand as MS Now later this year as Comcast separates the network from NBC News, marking a push for independence and a new corporate identity.

MSNBC will divorce itself from the NBC branding and rename itself “MS NOW” when the channel is spun out by Comcast and relaunched under Versant’s ownership, the company announced on Monday.