Report: The Real Reason for The MSNBC Rebrand

NBC executives, seeking to distance themselves from the left-leaning MSNBC, forced the cable network into a rebrand, revealed Puck Media. 

The network unveiled its new identity, shifting from MSNBC to MSNOW, a move that has sparked confusion and ridicule, with some critics noting the logo’s resemblance to “KMS NOW,” implying “kill myself.”

MSNBC president Rebecca Kutler and Mark Lazarus, backed into a corner, had no choice but to rebrand as NBCUniversal and NBC News executives severed ties with MSNBC ahead of its split from parent company NBCUniversal. 

While NBC distanced itself from MSNBC, it continued supporting the CNBC brand (Consumer News and Business Channel).Kutler and Lazarus framed the rebrand as “an opportunity to chart our own path forward,” emphasizing the importance of retaining “MS” in the name for viewer continuity in channel guides. 

MSNOW’s stylized branding will debut later this year.

In an internal memo, Kutler stated, “This new branding underscores our mission: to serve as a destination for breaking news and best-in-class opinion journalism, all rooted in accurate and reported facts.” She acknowledged the emotional weight of the change for long-time staff, noting the decision followed significant debate.

Lazarus and Kutler embraced the rebrand as “a chance to forge our own future,” seeking positives despite the mandate. A source close to Kutler revealed to Puck Media that retaining “MS” in the name was her top priority. Keeping “MS” ensures continuity for viewers navigating channel guides, minimizing brand confusion.