Max’s rebranded logo and colors look very HBO

Warner Bros. Discovery introduced new branding for its Max streaming service yesterday, alongside announcing availability in Australia. Although still simply called Max, the service has traded its bright blue appearance for a monochromatic black-and-white color palette that’s more reminiscent of the iconic HBO logo. The new look has already been introduced on the streaming service’s user interface and social media channels, and will “continue to be rolled out on marketing material over the next few months,” according to Variety.

In 2023, HBO Max and Discovery Plus streaming services were merged to create the unified Max streaming service following the merger of WarnerMedia and Discovery the year prior. When Max launched, it ditched the HBO branding altogether and the deep purple color palette of the HBO Max service for the bright blue that’s been in use for the past couple of years.

Max’s previously colorful branding was originally chosen to help promote the new service’s broader programming and make it appear more kid-friendly. “We all love HBO. And it’s a brand that has been built over five decades to be the edgy, groundbreaking trendsetter in entertainment for adults. But it’s not exactly where parents would most eagerly drop off their kids,” JB Perrette, president and CEO of Warner Bros. Discovery’s global streaming and games, said during a Max launch event in 2023.

Yesterday’s rebrand, which appears to realign the streaming service with HBO, which is known for its more mature programming, “may help consumers associate the two brands with one another,” Variety speculates.