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.

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.

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 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.

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.

The rebranding — which stands for My Source for News, Opinion, and the World — comes as Comcast spins off several of its cable networks into a new company called Versant. The change will drop both the NBC name and the peacock logo from MSNBC 's branding.

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