Brand Story
Brand Story
In today’s overwhelming mass media environment, HBO Max cuts through the noise. We deliver emotional peaks, unexpected twists, and unforgettable moments that ignite the zeitgeist. Lingering in minds long after the credits roll.
We can’t define it in a singular way because we’re always reinventing. But the difference in our stories makes all the difference.
Brand Positioning
To other platforms, streaming is about filling time. To us, it’s about stories that stick with you.
HBO Max delivers the “oh shit” moments that keep the world talking.
Truly Original
Going our own way in the face of doubt.
Crafted
Always created with intent and purpose.
Fan-Obsessed
As passionate as our viewers and followers.
Quick-Witted
Culturally relevant and clever.
The Luminescence Era
The new look of HBO Max isn’t a color change. It’s the start of a company-wide statement about quality, confidence, and culture-shaping entertainment.
Warner Bros. Discovery is the home of the World’s Greatest Stories. So, when HBO Max is next to those titles, the brand aims to be “clear,” taking on the color and lighting of each title’s key art or photography.
The letters of the Max logo and the “O” of HBO act as glass lenses into some of our most iconic moments. The design system borrows from filmmaking, using light, glass, depth, and blur to draw the eye to the most compelling thing, and what fans care most about:
The human face. Specifically, the faces of the characters that make our stories Great. Because story is character, and character lives in the faces of our talented actors in the moments that stick with us.
From the product to marketing, the new HBO Max brand aims to let the Greatest Stories shine. Through light, glass, and our brand voice, we illuminate all those feelings fans like us feel when we’re watching something Great.
