Warner Bros. Discovery's streaming platform, Max, has unveiled a new visual identity. The rebranding shifts the platform's previously vibrant blue to a more subdued, almost-black palette, drawing parallels to the HBO brand. This change, implemented on March 30, 2025, retains the standalone "Max" wordmark introduced in 2023, but positions it against a dark background instead of its former blue backdrop. The redesigned logo has prompted discussion regarding its alignment with HBO’s established monochromatic style.
The move has generated contrasting opinions. Some observers see it as a strategic move to blur the lines between streaming and linear television in a converging media landscape. Others express concerns about the potential dilution of the HBO brand and resulting consumer confusion. However, the synergy between HBO and Max has been a constant since the streamer's inception as "HBO Max." The current "Max" logo even retains the circular element from the HBO logo. Removing "HBO" from the name in 2023 aimed to differentiate Max from HBO's linear channel and defunct streaming services, yet the rebranding seems to acknowledge the continued link.
While the rebranding is often described as a black and white shift, a closer examination reveals a "very dark blue-violet" background (RGB 18, 12, 29). This subtle color choice, while deviating from pure black, avoids the harsh contrast pure black can create on screens. The logo itself incorporates a subtle color wash, adding a subtle shimmer effect which is more noticeable against lighter backgrounds. This effect mirrors the iconic HBO production logo's simulated analog signal noise, which, while commonly perceived as black and white, could display color variations depending on the television set.
The change raises questions about the choice to replace the previous blue color scheme. Blue is a common color for streamers, with Paramount+ and Prime Video employing it. The move away from blue comes after Disney+’s 2024 rebranding to green, a move linked to its Hulu integration. Amazon's ongoing rebranding adds further complexity to the streaming color landscape.
Beyond the logo, the app icon also saw a change from white-on-blue to white-on-black. This could lead to user confusion, given the established association of colors with specific apps. However, the subtle color wash might offer subconscious differentiation. The updated app interface now leans towards a “dark mode” aesthetic, a popular trend in streaming, enhancing the vibrancy of content. The “Max Original” production logo also received a color update, aligning with the overall rebranding. While largely similar in animation to its predecessor, it emphasizes the connection to the Max logo's bullseye element.