MSNBC to Rebrand as MS Now, Ditching Iconic Peacock Logo

MSNBC to rebrand as "MS Now" by year's end, dropping iconic peacock logo as it separates from NBCUniversal. The change aims to accelerate the distinction between MSNBC and NBC News organizations. MSNBC will maintain its focus on news and audiences despite the name change. The network has hired 40 journalists and plans to add 100 new positions as it builds an independent newsroom.

MSNBC, the cable news channel, will rebrand as "MS Now" by the end of the year, dropping the iconic peacock logo as it separates from NBCUniversal. The rebranding is part of Comcast's plan to spin off its cable channels into a new company called Versant, signaling a significant shift in its media strategy as streaming services gain precedence [1].

The rebranding comes after NBCUniversal decided to retain the peacock logo for its own purposes, requiring MSNBC to redesign its logos. MSNBC president Rebecca Kutler stated that the rebranding allows the channel to set its own course and assert its independence [2]. The new name, "MS Now," stands for "My Source for News, Opinion, and the World," reflecting the channel's focus on breaking news and opinion journalism.

The rebranding is part of a broader restructuring within Comcast's media holdings. The cable networks, including CNBC and USA, will also be affected, with USA Network and Golf Channel combining under the brand "USA Sports" [3]. CNBC will retain its name but will also receive a new logo.

MSNBC has been on a hiring spree, adding 40 journalists and planning to recruit 100 more, to build an independent newsroom that will compete with NBC News [4]. The channel's top-rated shows have shifted to the left in recent years, causing internal headaches, and the rebranding aims to resolve the brand confusion that has roiled MSNBC and NBC News for decades.

The separation of MSNBC from NBC News is expected to clarify the two different news brands, allowing each to operate independently. The new brand identity will not change MSNBC's commitment to its work and audiences, as Kutler emphasized in a memo to employees [2].

References:
[1] Reuters. (2025, August 18). MSNBC will become MS NOW, lose peacock logo before Comcast spinoff. Retrieved from https://www.reuters.com/business/media-telecom/msnbc-will-become-ms-now-lose-peacock-logo-before-comcast-spinoff-2025-08-18/
[2] Seeking Alpha. (2025, August 18). MSNBC to become MS NOW as it detaches from the NBC brand. Retrieved from https://seekingalpha.com/news/4486565-msnbc-to-become-ms-now-as-it-detaches-from-the-nbc-brand
[3] CNN. (2025, August 18). MSNBC to become MS NOW, drop NBC from name. Retrieved from https://www.cnn.com/2025/08/18/media/msnbc-msnow-nbc-news-versant-split
[4] Variety. (2025, August 18). MSNBC new name MS NOW. Retrieved from https://variety.com/2025/tv/news/msnbc-new-name-ms-now-1236491621/