Max changes logo into black and white, calling HBO branding up

It is not HBO, it is Max – but the new independent logo for the streamer of Warner Bros. Discovery certainly looks like HBOs at a glance. The Max Streaming Service has quietly launched a fresh look and has dumped shiny blue user interface for a new monochrome color palette that, deliberately or not, the old branding of HBO calls.

The Rebrand, which was updated on Sunday morning about the service and its social media, now matches Max with the same palette of the HBO logo, which can help consumers associate the two brands with each other. (Both Warner banners share the same CEO in Casey Bloys.) The new look also resembles the monochrome branding of Apple TV+, another streamer that is largely associated with adult programming. The palette will continue to be rolled out on marketing material in the coming months.

A representative Warner Bros. Discovery did not respond for comment.

The jump to black and white branding is not the first aesthetic intervention of Max. Then Warner Bros. For the first time the streamer launched in 2020, it was introduced to the market under the name “HBO Max”, waving with a deep purple palette. But after the film and television studio was split off by AT&T to merge with Discovery, Inc. In 2022, the newly formed Warner Bros. Discovery plans to change the surf.

The service was re -launched as Max in 2023, the integration of the library with Discovery+ and exchanged the purple tones for blue. It was remarkable that the dotted “a” in the middle of the Max logo still called on a dotted logo -vest: the “O” in HBO.

At that time, Warner CEO David Zaslav attributed the decision to rename service to the desire to indicate a wider programming leil and to indicate that Max offered more than the premium, largely adult television programs produced by HBO. “Every member of the household [can] Look at a certain moment what they want, “Zaslav said during a presentation that announced the new name.

The company also sheds light on the decision to switch from purple branding to blue branding, with the then global CMO Patrizio Spagnoletto Mate That the option “was the most beloved color, universal.” (Spagnoletto left Warner Bros. Discovery in 2024.) Warner Bros. Discovery considered various other colors – including a possibility to stay with purple. With the Max Relanne, the service became one of the many streamers with blue branding, which somewhere between the dark shades of Disney+ and the clear torches of Paramount+ and Amazon’s Prime video countries.

“There are different types of blue, and if you place us in combination with Disney of Paramount of Prime, they look different,” said Spagnoletto at the time. “With our blue and the way the logo is designed, we are a combination of premium but accessible.”

Spagnoletto also acknowledged that: “Consumers will tell us if we are right, and we think we have done that. But there is enough room in the world of Blue to still distinguish ourselves.” Now, a little less than two years later, consumers, or some other parties, have convinced Max that it may not have ‘good’.