Max Changes Logo to Black-and-White, Evoking HBO Branding

Warner Bros. Discovery Unveils New Monochrome Logo for Streaming Service Max

Warner Bros. Discovery has quietly introduced a fresh look for its standalone streaming service Max, featuring a new monochrome color palette that bears a striking resemblance to the iconic branding of HBO. The updated logo, which was rolled out on the service and its social media platforms, aligns Max with the same palette as HBO, potentially creating a stronger brand association between the two streaming giants. The move comes as both Warner banners share the same CEO, Casey Bloys, further solidifying their connection. The new monochrome design also draws comparisons to Apple TV+, known for its sophisticated and mature programming lineup. This updated branding will be gradually integrated into marketing materials in the coming months.

Despite the visual overhaul, a representative from Warner Bros. Discovery declined to provide a comment on the rebranding.

This shift to a black-and-white color scheme is not the first aesthetic change for Max. Initially launched as “HBO Max” in 2020 with a deep purple palette, the streaming service underwent a rebranding after Warner Bros. merged with Discovery, Inc. in 2022. The rebranded service, now known simply as Max, adopted a blue color scheme and integrated its content library with Discovery+. The recent logo update further aligns Max with a broader range of programming offerings beyond HBO’s traditional content.

The decision to transition from purple to blue branding was driven by a desire to appeal to a wider audience, as highlighted by then-CEO David Zaslav. The color blue was chosen for its universal appeal, as confirmed by then-global CMO Patrizio Spagnoletto. The new logo design aimed to strike a balance between premium content and accessibility, distinguishing Max from other streaming services with blue branding like Disney+ and Paramount+. Spagnoletto emphasized the importance of consumer feedback in shaping the brand identity, acknowledging that there is still room for differentiation within the realm of blue branding.

In light of the recent rebranding, it appears that Max is once again evolving its visual identity to better reflect its unique positioning in the streaming landscape. The new monochrome logo not only aligns Max with HBO but also underscores the service’s commitment to offering diverse and compelling content for viewers of all preferences. As the streaming industry continues to evolve, Warner Bros. Discovery’s Max is poised to make a lasting impression with its refreshed branding and content offerings.