It’s not HBO, it’s Max — however the brand new emblem for Warner Bros. Discovery‘s streamer now definitely appears to be like like HBO’s at a look. The Max streaming service has quietly launched a recent look, ditching its shiny blue consumer interface for a brand new monochrome colour palette that, both purposefully or not, evokes the longtime branding of HBO.
The rebrand, which was up to date on the service and its social media retailers Sunday morning, now matches Max with the identical palette of the HBO emblem, which can assist customers affiliate the 2 manufacturers with each other. (Each Warner banners share the identical CEO in Casey Bloys.) The brand new look additionally resembles the monochrome branding of Apple TV+, one other streamer that’s largely related to mature programming.
A consultant for Warner Bros. Discovery was not instantly out there for remark.
The soar to black-and-white branding isn’t Max’s first aesthetic intervention. When Warner Bros. first launched the streamer in 2020, it was launched to the market beneath the identify “HBO Max,” brandishing a deep purple palette. However after the movie and tv studio was spun-off by AT&T to merge with Discovery, Inc. in 2022, the newly shaped Warner Bros. Discovery introduced plans to vary the branding.
The service relaunched as Max in 2023, integrating its library with Discovery+ and swapping the purple tones for blue ones. Notably, the dotted “a” in the midst of the Max emblem evoked one other dotted emblem vowel: the “O” in HBO.
On the time, CEO David Zaslav attributed the choice to rename the service to a want to sign a broader programming slate and point out to customers that Max provided greater than the premium, largely mature tv packages produced by HBO. “Each member of the family [can] see no matter they need at any given time,” Zaslav mentioned on the time, saying the brand new identify.
The corporate additionally make clear the choice to shift from purple branding to blue branding, with then-global CMO Patrizio Spagnoletto telling AdWeek that the choice was “essentially the most appreciated colour, universally.” (Spagnoletto left Warner Bros. Discovery in 2024.) Warner Bros. Discovery thought of a number of different colours — together with a risk of sticking with purple. With the Max relaunch, the service turned one in every of a number of streamers with blue branding, touchdown someplace between the darker shades of Disney+ and the brilliant flares of Paramount+ and Amazon’s Prime Video.
“There’s various kinds of blue, and should you put us in juxtaposition to Disney or Paramount or Prime, they give the impression of being completely different,” Spagnoletto mentioned on the time. “With our blue and the way in which that the brand is designed, what we had been going for is a mixture of premium however accessible.”
Spagnoletto additionally acknowledged that, “Shoppers will inform us if we acquired it proper, and we expect we did. However there’s sufficient room on the planet of blue to nonetheless differentiate ourselves.” Now, just below two years later, customers, or another events, have satisfied Max that it could haven’t “acquired it proper.”
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