In the past, executives wanted to distance Max from HBO’s adult-focused reputation|@StreamOnMax|X
Max debuted its new logo, which resembles the classic HBO design.
The streaming service, originally called HBO Go, underwent a series of name changes and finally decided on Max—after the Warner Bros. and Discovery merger in 2022.
The streaming service’s new black-and-white branding marks a sharp contrast to its previous blue look. The updated letter ‘a’ now mirrors the ‘o’ in HBO, possibly aiming to strengthen the connection between the two brands.
Previously, executives sought to distance Max from HBO’s adult-oriented image. When Max debuted in 2023 after merging HBO Max and Discovery+, the blue branding highlighted its family-friendly and diverse content, as CEO David Zaslav noted at the time.
However, the latest rebrand suggests a renewed effort to align Max with HBO’s premium, mature image. Whether this change resonates with viewers remains to be seen.