Had to happen sometime, I guess. NBC’s iconic 30 Rockefeller Center headquarters, once named after RCA and GE, today officially became the “Comcast Building.”

The name of the No. 1 cable operator, and owner of NBCUniversal, will beam from the rooftop, making it part of the Manhattan skyline. Comcast’s logo, facing the north and south, is 12 feet tall, and includes an 11-foot NBC Peacock. The western front has an 18-foot high NBC Peacock. They will be lit by LED bulbs that the company says are designed to look like the neon used in previous signs on the building.

This is the first time NBC’s symbol will identify its longtime home — the base of operations for NBC News, Saturday Night Live, and The Tonight Show Starring Jimmy Fallon.

The Art Deco building was constructed in 1933 — memorialized in Charles Clyde Ebbets’ photograph from the 69th floor: “Lunch atop a skyscraper.” It was originally named after RCA, which owned NBC. The letters appeared on top of the structure in 1937. It became the “GE Building” in 1988, after it bought the network. Comcast bought the building, along with NBCUniversal, in 2013.

The building became an official landmark in 1985. The Landmark Preservation Commission approved Comcast’s changes a little more than a year ago. It has served as a fixture for shows including Seinfeld and, of course, 30 Rock.