By John Q. Hosedrinker 
MSNBC will rebrand as MS Now later this year, marking a significant shift in preparation for its separation from NBCUniversal. This decision, communicated in internal memos, aims to create a clearer distinction between MSNBC and NBC News, as well as allowing the brand to set its own course. Alongside the name change, the network will adopt a new logo, dropping the NBCUniversal peacock. The rebranding coincides with the creation of an independent newsroom, including a new Washington, D.C., bureau, as the company prepares to spin off as a publicly traded entity.
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Versant to rename MSNBC, drop famed peacock logos in Comcast separation.
It seems we’re all collectively scratching our heads about the news: MSNBC is reportedly being rebranded by Versant, and the iconic peacock logo is slated to disappear. The sheer audacity of the changes has sparked a whirlwind of reactions, ranging from bewildered amusement to outright disbelief. Many are questioning the rationale behind the whole thing. The new logo? Well, let’s just say it’s not winning any design awards, with comparisons being drawn to everything from a cheap internet propaganda news network to something straight out of The Onion.
This raises a fundamental question: Why the drastic makeover? It’s fairly clear that a primary driver is the separation of MSNBC and NBC News, now that different companies are involved. This separation necessitates a distinct identity, but the chosen path seems to have left many scratching their heads. The consensus is that the marketing folks from NBCU may have stayed put, leaving those in charge of the rebrand lacking the needed talent. This rebrand, which some perceive as a desperate attempt to shed ties with both Microsoft and NBC, seems more likely to backfire.
The new name, “MS NOW,” feels like a complete misstep for many. The acronym is gone, but the remaining “MS” now conjures images of Multiple Sclerosis. The fact that “NOW” must be its own word leaves the name sounding like a Microsoft product, the very connection they are trying to sever. One might wonder how a team of marketing professionals and corporate executives could greenlight this and make it seem sensible. Will people get used to it? Time will tell. The fact that Microsoft isn’t even involved anymore makes the “MS” element an even more perplexing choice.
The loss of the peacock logo is another point of contention. The peacock, with its vibrant colors and instantly recognizable form, represented a legacy and a brand identity. Its removal signifies a definitive break from the past, but it’s the overall execution that’s causing the most concern. It’s a bold move, potentially erasing all brand legacy. The new design looks cheap and forgettable.
Many are also questioning the consultant’s involvement, wondering how much they were paid for the final results. The final design looks like something made in the 90s. The overall consensus is that MS Now is a terrible name choice. If anything, it’s just like they are running an awareness campaign for multiple sclerosis. Some suggestions have been thrown around, like “USA News,” which would have created more synergy with USA Sports.
The rebranding effort feels hasty and poorly considered. Considering that Microsoft’s involvement ended in 2012, why retain the “MS”? One might even suggest they name it something like MySpace, and gain control of the URL. The feeling is that the new name and logo represent a significant marketing failure. The fear is that the rebranding, without NBC’s support, will be absorbed into CNN.
It seems there is a general agreement that this rebrand isn’t just a bad idea, but an utterly baffling one. It’s a bold move, but it raises questions about the decision-making process and the potential long-term impact on the network’s identity and audience. The goal of creating something different has resulted in the creation of something that no one likes.