Say goodbye to MSNBC and hello to... MS NOW. The cable channel owned by NBCUniversal (which, in turn, is owned by Comcast) is going through a name change, which means a rebrand.

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.

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

MSNBC has announced that it’s changing its name to MS Now, and this is what both names mean and why it’s happening.

MSNBC's proposed name and logo change isn't quite landing, especially on the Internet. See what netizens are saying about the rebrand.

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

According to NBC News, CNBC will keep its name, which stands for Consumer News and Business Channel, but will also receive a new logo. Comcast will reportedly retain other NBCUniversal networks, including NBC, NBC News, NBC Sports, Bravo, and the streaming service Peacock.

MSNBC changing its name to MS NOW is one of the worst branding disasters in media history. The logo looks like it belongs on a discount computer from 1998, not a serious news network. Absurd. pic.twitter.com/vjLAw6cOt5