Static
Digital Display
This section is currently a work in progress. Updates will be shared on a regular basis.
Full-Funnel Marketing
The layered files include the full-funnel static banner ad set: pre- and post-premieres, and lower funnel growth ads. Turn layers on or off as needed. All templates are optimized for Retina display.
Design System Approach
- A full-funnel design system ensures a cohesive look and feel across all HBO Max release templates. Incorporating the HBO Max logo color is a fresh and organic way to tie content directly to the HBO Max brand, driving brand consistency. Refreshed ad templates highlight the premium content or key art as the primary read.
- The templates serve as design guidelines for branding proportions, hierarchy, and typography. Messaging within the templates is fluid and can be updated based on local market best practices.
Usage
- The HBO Max logo color should match the color of the key art title treatment to draw a connection between the brand and content. Flat white and flat black are alternate options if matching the title treatment is not possible.
- The HBO Max logo is always placed on the right side of the lockup. Exception: text-only ads with tune-in information only.
- The iridescent HBO Max logo is only used in sports templates and multi-title lower-funnel ads.
Legal
- Legal is a layer that can be turned on or off in the PSD when needed.
Display Ads
- There are two approved pre-premiere lockups:
- Genre indicator or "STREAMING" + tune-in date
- Tune-in date only
- For vertically stacked lockups, tune-in messaging should be center aligned.
- For horizontal lockups, tune-in messaging should be right aligned and elements arranged in this order: tune-in messaging > HBO Max logo > CTA.
- The CTA should be “SIGN UP NOW” for all pre-premieres
- Use "STREAM NOW" with the "SIGN UP" CTA. (Note: "NOW" was removed from the CTA to avoid repetition.)
- When stacked, the CTA button should match the width of “STREAM NOW.”
- When horizontal, the CTA button should match the height of tune-in messaging.
- On the ultra-horizontal:
- When tune-in messaging is above the CTA button, both the height of the button and tune-in should be slightly less than the HBO Max logo.
- When tune-in messaging and CTA are stacked on the left, the HBO Max logo appears on the right.
- The 300x600 and 300x250 have alternate lockups that can be used to maximize space for the key art. Those options are in the template.
- Pricing text: Max Sans Demi #8298AB, black or white when needed for legibility.
Legal
- Legal is a layer that can be turned on or off in the PSD when needed.
Originals: Full Funnel
Originals: Pre-Premiere
Pay-1: Full Funnel
Pay-1: Post-Premiere
All-Catalog IP – DCO
Dynamic creative optimization (DCO) and lower funnel display templates are part of a unified design system aligned with Platform Key Art specs to support automation efficiencies.
Dynamic Ad Capabilities – Programmatic DCO is now available in Smartly and globally. For a demo and onboarding, contact HBOMax_Brand_Team@wbd.com
Single-Title All-Catalog IP - DCO Ad Set
2-Up All-Catalog IP - DCO Ad Set
3-Up All-Catalog IP - DCO Ad Set
Smaller Display Ad Guidance
- Prioritize the show's artwork and title treatment. For smaller sizes, (300x100, 300x90, 320x50) remove the CTA button ("WATCH NOW," "WATCH TRAILER") and stack the tune‑in, including continuity and premiere details.
- Month abbreviations should be asset‑specific and used only to maintain visual balance.
Sports
- Sports banners use the single-title and multi-title full-funnel templates, built for all content types. The same design guidelines should be adhered to across sports templates.
- If net new key art is created, use the standard HBO Max template tune-in lockup with Max Sans Demi, tracking set at 45.
- When TNet partners provide league key art files featuring a stylized tune-in, keep the stylized tune-in format, treating it as part of the art.
- Use the iridescent HBO Max logo or lens flare black HBO Max logo.
- Non-Live Sports: Legal text should be Max Sans Regular, white or black, with opacity set at 82%. Include legal text only when required.
- Live Sports: Legal text varies by use case and should be approved by Legal prior to publishing. The currently approved shortened legal line is "Live Sports only available on select plans."
- Sports assets going off platform will also need to include TNet logos unless they get explicit permission to omit them based on the negotiated deal terms with sports legal and the league.
Amazon DSP
Pause Ads
- Pause ads follow single-title digital display design guidelines.
- Font: Max Sans Demi
- For HBO Max single title, the HBO Max logo color should match the title treatment color. See Weapons and One Battle After Another examples.
U.S. HBO Max single-title pause ad
Global HBO Max single-title pause ad
Social
Single-Title Full Bleed
- The HBO Max logo color should match the title treatment color. It is a flat color that can default to white or black when needed. Note: the iridescent logo is not used on single-title, full-bleed units.
- Darken key art at the bottom, if needed, to increase text legibility.
Multi-Title
- Key art featured uses digital key art (in platform).
- The iridescent HBO Max logo is used across the board.
- Pricing text: Max Sans Demi #8298AB.
- Headline text can be added when needed.
Social Avatars
Use HBO Max avatars — square and circular — across all social platforms and pages. Regardless of shape, the avatar features the HBO Max logo with the dark radial gradient, with the lightest point at the center.
Social Headers
Use brand-forward social headers when a custom social header is not in use. Social headers can be changed seasonally or when promoting specific titles, releases, offers, etc. The download includes brand headers for Facebook, X, LinkedIn, and YouTube.
For questions or requests, please reach out to: HBOMax_Brand_Team@wbd.com
For creative guidance, please reach out to HBOMax_Brand_Team@wbd.com. To obtain the latest CTV templates for a region, contact local media partners.
Considerations
- Be mindful of best practices and safety zones provided by partner and platform.
- Always use primary key art unless otherwise noted.
Usage
Single-title assets are full-bleed key art, with the dark radial gradient when needed to improve legibility.
- Multi-title assets use the dark radial gradient background from the top. Amazon does not allow for completely straight vertical image boxes on multi-title.
- DSP units have the genre indicator ("New Season," etc.), but text can be removed if needed.
Legal
- Legal is a layer that can be turned on or off in the PSD when needed.
Amazon
Roku
Vizio
Samsung
LG Wedge
