MS NBC Becomes MS NOW, as Part of the Versant Spin-Off

Another day, another logo change … this time from MSNBC but this time it runs deeper than just a logo change where the company is spinning off its business from NBC Universal to form an independent company called Versant with multiple networks within it.

MSNBC will now be called MS NOW … short for My Source News Opinion World … MS NOW.

Of course gone is the NBC Peacock image, perhaps one of the most recognized branding icons in the world because, well, it’s no longer part of NBC.

Interesting to note that CNBC will be part of the new organization Versant as well when it spins off, and although it too will get a new logo without the NBC Peacock, it will not be changing its name since it stands for Consumer News and Business Channel (CNBC) and has legal protection as such. Interesting. Yet evidently MSNBC did not have the same legal protection of its name.

Just goes to show you that legal often prevails more so than logic when it comes to branding. Try explaining all of that to the viewing public!

Here’s a little commentary …

As with every rebrand we have seen of late, opinions were swift and mixed. In this case, many didn’t care, many didn’t get it, and many hated it. Many probably paid no attention. But of course.

I think the difference in this case is that the business spin-off is driving most of the decisions. This isn’t a brand looking to modernize or keep up or simply refresh. This is a corporate spin-off with legal requirements forcing certain naming and branding considerations, with the rest left to branding experts/designers and marketing decision makers.

Whether or not consumers like the acronym for MS NOW or not will ultimately be decided when the switch over happens and we see what viewership looks like. Will people follow the new branding and shows? Or will the branding turn them off and they just don’t follow? Time will tell … as will the marketing campaign which I am sure will come along soon.

What’s your experience? JIM