MSNBC will start going by MS NOW later this month.

The cable news channel will shed NBC’s iconic peacock logo as part of a significant rebranding initiative starting Nov. 15. The new name represents “My Source News Opinion World,” though the network emphasized that its fundamental mission and staff will remain intact despite the visual transformation.

“The same familiar and trusted hosts and journalists who make sense of what is happening in Washington, across the country, and around the world will still be here — on the same channel, at the same time,” the network stated in its announcement . “Our mission remains unchanged. You’ll find the same commitment to justice, progress, and the truth.”

Viewers won’t need to worry about finding their favorite programs like “The Rachel Maddow S

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