Max

Max emerged from the 2023 merger of HBO Max and Discovery+, shedding the HBO prefix while retaining the prestige television legacy. The bold wordmark in vibrant blue (#0059F1) signals a fresh start for Warner Bros. Discovery’s streaming ambitions. The simplified three-letter name reflects a broader content strategy—cinematic blockbusters, HBO originals, reality programming, and family content unified under one accessible brand.

Logo History

HBO Max launched in 2020 with a purple gradient logo that extended HBO’s iconic static screen identity. The transition to “Max” in 2023 represented Warner Bros. Discovery’s most significant rebrand, consolidating multiple streaming services into a single platform. The removal of “HBO” sparked controversy among prestige television fans, but allowed the service to encompass Warner Bros. films, DC superheroes, Turner sports, and Discovery’s reality catalog without seeming narrowly focused. The electric blue differentiated Max from HBO’s historic purple and white palette.

Design Philosophy

The Max wordmark uses a heavy sans-serif typeface with geometric precision, creating a mark that feels contemporary and confident. The bright blue (#0059F1) conveys energy and accessibility while maintaining sophistication—brighter than HBO’s conservative palette but not as playful as Disney+‘s cyan. The extremely dark background (#030328, nearly black with subtle blue undertones) creates dramatic contrast for white text and colorful content imagery. This high-contrast approach mirrors cinematic presentation: content as the star, interface as the supporting player.

Brand Identity

Max employs distinct brand tiers: “Max Originals” maintains the prestige positioning of HBO content, while broader branding accommodates reality shows, classic sitcoms, and blockbuster films. The blue accent appears in progress bars, selection highlights, and interactive elements throughout the interface. The system balances Warner Bros.’ studio heritage—Looney Tunes, DC Comics, Harry Potter—with modern streaming expectations. Unlike competitors emphasizing nostalgia, Max’s identity looks forward, positioning the service for content expansion beyond its HBO origins.

Cultural Impact

The HBO Max to Max transition reflects the streaming industry’s maturation—initial launches emphasized brand heritage, but sustainability requires broader appeal. The rebrand acknowledged that HBO’s prestige brand, while valuable, limited growth potential. Max’s simplified identity aims for the universal recognition Netflix and Disney+ achieved, though the loss of HBO branding remains debated. The blue logo represents Warner Bros. Discovery’s bet that content variety matters more than legacy branding in crowded streaming markets.