Versant to Relaunch MSNBC, Shed Iconic Peacock Logos in Comcast Split

In a significant shift, MSNBC is set to undergo a renaming and will remove the recognizable peacock logo as part of Versant's upcoming break from NBCUniversal.

The news network, which mainly focuses on political coverage, will adopt the new name 'My Source News Opinion World,' abbreviated as MS Now, according to an internal communiqué by Mark Lazarus, Versant's CEO, which was accessed by CNBC.

Earlier this year, Lazarus addressed MSNBC's staff, indicating changes on the horizon. However, ongoing discussions have led NBCUniversal executives to opt for a new designation for MSNBC, fostering a clearer separation between MSNBC and NBC News, noted Lazarus in a Monday memo.

Rebecca Kutler, the president of MSNBC, assured employees that the core mission of the news network remains unchanged despite the rebranding.

"Our identity evolves, but our dedication to our audience remains steadfast—consistent with our brand ethos of the last 30 years," she conveyed.

MSNBC is actively expanding its team by recruiting approximately 100 new staff members to create a standalone newsroom independent of NBC News, already integrating about 40 journalists from notable outlets like CNN and Bloomberg.

"This pivotal moment grants us a chance to chart our unique trajectory and underline our autonomy," Kutler mentioned, highlighting the significance of this new direction.

Though there will be overlapping political coverage with NBC News, CNBC, being sufficiently distinct, won't undergo a renaming. It's worth noting that CNBC's 'NBC' does not reference the National Broadcasting Company, as CNBC is actually an acronym for 'Consumer News and Business Channel.'

Furthermore, CNBC will introduce a new emblem devoid of the well-known NBCUniversal peacock, a move all Versant brands with peacock logos will follow. This includes sports programming on the USA Network and Golf Channel, which will unite under USA Sports. Digital brands GolfNow and SportsEngine will update their visual identities.

Upcoming Campaign and Rebranding Timeline

The comprehensive rebranding, including the name shift and fresh logos, is scheduled for unveiling before year's end, aligning with Versant's strategy to become an independently listed entity.

In tandem with the launch of its new identity, MSNBC is gearing up for an extensive marketing initiative, aiming to create an impactful brand introduction, according to Kutler's memo.

Currently, MSNBC holds the position of the second-most-watched cable news outlet, with an average audience of 1.2 million during primetime. The network employs 28 on-air presenters, 21 reporters, and delivers more than 120 hours of live content weekly.