Streaming service Max has unveiled a significant rebranding, ditching its previously bright blue aesthetic for a sleek, black-and-white design reminiscent of HBO’s iconic branding. This shift comes as no surprise, given the merger of HBO Max and Discovery+ in 2023 to create the unified Max platform.
The original bright blue branding was a deliberate choice, aiming to broaden the service’s appeal and make it more family-friendly. However, the new monochromatic palette suggests a strategic repositioning, potentially to leverage HBO’s established reputation for mature and high-quality programming.
The change is already visible on the streaming service’s user interface and social media, with a complete rollout across marketing materials expected in the coming months. This rebranding may help to strengthen the association between Max and HBO in consumers’ minds, capitalizing on HBO’s strong brand recognition and prestige. The move appears to be a calculated effort to reinforce the perception of Max as a provider of premium content.
This rebranding follows the larger merger of WarnerMedia and Discovery, which led to the creation of Warner Bros. Discovery. The company’s decision to lean into the HBO branding for its streaming service is a testament to the enduring power of the HBO name and its association with high-quality shows.
In 2023, JB Perrette, President and CEO of Warner Bros. Discovery’s global streaming and games division, acknowledged the inherent contrast between the family-friendly aspects of Max’s broader content library and HBO’s edgier, adult-oriented programming. This rebranding appears to be a response to that challenge, aiming for a more unified and targeted brand identity.
The updated logo and color scheme are subtle yet significant, signaling a potential shift in the service’s overall marketing strategy and a clear attempt to associate Max more closely with the prestige and quality associated with HBO.
