Owner Comcast is forcing MSNBC to take a new name and stripping the left-leaning network of NBC’s iconic peacock symbol.

The cable news channel is getting a new name and dropping NBC's peacock logo as part of a spinoff from NBC Universal.

MSNBC will soon be known as "My Source News Opinion World" as it exits Comcast's family into the newly created media company Versant.

The progressive cable news network MSNBC will formally change its name later this year to MS NOW, standing for My Source for News, Opinion, and the World.

Left-leaning cable channel MSNBC – home to Rachel Maddow and other Trump-bashing anchors – was derided on Monday for the worst rebrand since New Coke after announcing a name change to MS NOW. The head-scratching acronym for My Source News Opinion World was mercilessly mocked.

CNN's Marcus Mabry, Crooked Media’s Madeleine Hareringer, and ABC News’ Scott Matthews are among the big names joining the executive suite. It is losing Steve Kornacki to NBC but gaining NBC's Jacob Soboroff (both had split their time in recent years.)

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.

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.