MSNBC is about to look a lot — and sound — a lot different. The cable news network will soon go by My Source News Opinion World (MS NOW) and drop its peacock logo, according to a report from Deadline.

The change comes as Comcast, which owns NBCUniversal, plans to spin off its cable business, including networks like MSNBC, CNBC, USA, Oxygen, and E!, into a new company called Versant. In a memo seen by Deadline, MSNBC president Rebecca Kutler told staffers that as part of the transition, NBCUniversal decided that MSNBC needed “a new, separate identity.”

MSNBC originally launched in 1996 as a joint venture between Microsoft and NBC News, though the tech giant sold its majority stake in the network in 2005 and ended its web partnership in 2012. The network has used the peacock logo associated with NBC for nearly three decades. Additionally, Deadline reports that CNBC will keep its name but drop the peacock logo as well.

Kutler added that the rebrand won’t affect MSNBC’s coverage. “The future of our success is not tied to remaining within the NBC family and using the peacock as part of our identity,” Kutler wrote, according to Deadline. “While our name will be changing, who we are and what we do will not.”

Disclosure: Comcast is an investor in Vox Media, The Verge’s parent company.