Comcast's looming spinoff of its cable assets is leading to a messy divorce between NBC News and MSNBC, which heavily relied on the Peacock network's news division.

(Reuters) -Cable news network MSNBC will change its name and drop the iconic peacock logo as parent Comcast presses ahead with the planned separation of many NBCUniversal cable networks later this year.

The network will rebrand as MS NOW as a result of its move from Comcast to Versant. As a result, MS NOW and other channels involved in the move will lose their NBC peacock logo, as Comcast owns NBCUniversal.

MSNBC will change its name later this year to MS Now (My Source News Opinion World) and drop the peacock image from its branding. These are the first significant public-facing changes in Versant's upcoming separation from Comcast's NBCUniversal.

Morning Joe hosts claim they love it. Everyone else says it sounds like a multiple-sclerosis charity with MS Paint branding.

The new name and logo, which were brutally mocked online, are part of Comcast’s $7 billion spinoff of cable assets.

MSNBC changing its name to MS NOW is one of the worst branding disasters in media history. The logo looks like it belongs on a discount computer from 1998, not a serious news network. Absurd. pic.twitter.com/vjLAw6cOt5