Entering the battle of the streaming services, Max is the new unified brand identity for Warner Bros. Discovery, combining elements from HBO and Warner Bros. The curved logo merges HBO’s bullseye and Warner Bros.’ shield, while the Max Original logo and updated HBO Original logos are integrated into the new design system.
The bespoke typeface, Max Sans, is designed for versatility across genres, while the brand’s central graphic device, The Spotlight, aims to unify all touch points. The primary blue colour seeks to appeal to a broad demographic and reference Hollywood’s golden era, but its success in distinguishing the brand in a competitive market is uncertain.
The sonic identity includes anticipatory beats and subtle sounds hinting at the human connection in every story. The true impact of this new identity on viewership and market position will only be revealed post-launch.