MSNBC will change its name to My Source News Opinion World, or MS Now, as part of Versant’s separation from Comcast’s NBCUniversal. The brand logo will also be updated, dropping the storied peacock image. The network is hiring aggressively to establish its own newsroom in Washington, D.C. All changes will be introduced before the end of the year.

The decision to change the name comes after months of transition planning, with NBCUniversal leaders aiming to distinguish MSNBC from NBC News. Despite the rebranding, MSNBC President Rebecca Kutler assures employees that the news group’s focus and commitment to audiences will remain the same. The network plans to kick off a national marketing campaign with the new name launch.

Versant’s other brands, including CNBC, will also get new logos without the NBCUniversal peacock. CNBC’s news organization is separate enough from NBC News that it won’t require a name change. The changes are set to be completed before Versant spins out as a publicly traded company. MSNBC is currently the second-most watched cable news network, with 1.2 million prime-time viewers.

Read more at CNBC: Versant to rename MSNBC, drop peacock logos