Overview

• Max has replaced its blue branding with a monochrome black-and-white palette, closely resembling HBO's iconic visual identity.
• The updated branding has been implemented on Max's user interface and social media, with further rollout planned for marketing materials in the coming months.
• This shift marks a departure from the blue branding introduced in 2023, which aimed to signal family-friendly programming and broader market appeal.
• Critics have expressed confusion over whether Max intends to embrace or distance itself from HBO's legacy, citing potential identity challenges.
• The rebrand follows Warner Bros. Discovery's 2022 merger and ongoing efforts to solidify Max's position in a competitive streaming landscape.