Max, the streaming platform by Warner Bros. Discovery, has undergone a major rebranding, marking a shift toward a more mature and refined aesthetic. The once-bright blue color scheme and logo have been replaced with a sleek, monochromatic black-and-white palette that mirrors the iconic look of HBO. This change comes alongside Max’s expansion into Australia and is part of a broader effort to refresh the service’s identity. The updated design is already live across Max’s user interface and social media channels, with further rollout expected across marketing materials in the coming months, according to Variety.
This rebranding signals a return to the HBO roots, known for its prestige and adult-oriented content. Max was originally designed with a more colorful, kid-friendly appearance to broaden its appeal and highlight its diverse programming. However, the latest move seems to reflect a strategic shift towards the more mature and edgy image that HBO has long represented. JB Perrette, President and CEO of Warner Bros. Discovery’s global streaming and games, explained during Max’s launch in 2023 that the service needed to appeal to a broader audience, but acknowledged that HBO was not the brand parents would associate with children’s content.
In light of this, the new visual direction for Max suggests that the company is seeking to align the streaming service more closely with HBO’s established reputation for groundbreaking, adult entertainment. By adopting a refined aesthetic, Max may not only strengthen its identity but also foster a clearer connection between itself and HBO, helping to build brand recognition and loyalty.
The change also follows the merging of HBO Max and Discovery Plus into a single platform in 2023, following the merger of WarnerMedia and Discovery the previous year. When Max launched, it had already discarded the deep purple tones of HBO Max in favor of the brighter blue, a departure from the familiar HBO branding. With this latest rebrand, Max is coming full circle, rediscovering its ties to HBO’s legacy while preparing for the future.
