Netflix
Technology • Gretel
Reversed logo Max
Max's 2023 rebrand replaces the HBO Max identity with a heavy sans-serif wordmark in Max Blue (#0059F1) against Max Dark (#030328), consolidating Warner Bros. Discovery's streaming catalog under a single, simplified three-letter mark
- Designer
- In-house Warner Bros. Discovery
- Year
- 2023
- Country
- United States
- Industry
- Entertainment Streaming Media
- Website
- max.com
Brand fonts
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 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.
Clear space
Maintain adequate clear space around the Max logo to ensure visual integrity and maximum legibility. The minimum exclusion zone equals the height of the logo's cap height (represented as "x") on all sides. This protective space prevents the logo from appearing cluttered when placed near other graphic elements, text, or page edges.
x
x
x
x
Ratio: 1.4 : 1
ViewBox: 1240 × 894
Logo usage guidelines
Preserve the integrity of the Max logo by avoiding unauthorized modifications. Consistent application across all touchpoints strengthens brand recognition and maintains professional standards. The examples below illustrate common misuses that compromise the logo's visual impact and brand identity.
Don't rotate
Don't skew
Don't stretch
Don't recolor
Don't add shadows
Don't crop
Don't outline
Don't place on busy backgrounds
Similar palettes
Frequently asked questions
What colors does Max use in its logo?
The Max logo uses 3 colors: Max Blue (#0059F1), Max Dark (#030328), and White (#FFFFFF). These values are used consistently across all official Max brand materials.
Can I download the Max logo in SVG format?
Yes. Click the Download SVG button at the top of this page to get a production-ready vector file. SVG format scales to any size without quality loss, making it ideal for websites, presentations, and print materials.
Who designed the Max logo?
The Max logo was designed by In-house Warner Bros. Discovery in 2023. The design has become one of the better-known marks in the Entertainment space.
What are the Max brand guidelines for logo usage?
Maintain clear space equal to the logo's cap height on all sides. Do not rotate, skew, stretch, recolor, crop, or add effects to the logo. Always use the official SVG file and ensure sufficient contrast with the background.
What is a reverse logo (also called knockout logo)?
A reverse logo is a white or light version designed for use on dark backgrounds. It maintains the same proportions as the primary Max logo while ensuring legibility on brand-colored surfaces, dark packaging, or apparel.
What font does Max use in its logo?
The Max logo uses Max Sans. For accurate representation, always use the official vector logo rather than attempting to recreate the typography.
Can I use the Max logo commercially?
Commercial use of the Max logo typically requires written permission from Max. The logo is trademarked intellectual property, so while editorial use and accurate product references are generally permitted, promotional or commercial use needs authorization. Do not alter the logo or use it to imply endorsement.
