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

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.

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 cable news channel is getting a new name and dropping NBC's peacock logo as part of a spinoff from NBC Universal.

MSNBC is getting a new name and logo later this year, marking the first major public-facing change to come out of Versant ’s upcoming split from NBCUniversal. What’s going on, which other networks will be affected, and will there be a board for Steve Kornacki to drawn on?

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.

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

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