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 complete single-title static banner ad set, including pre- and post-ads, as well as lower-funnel ads. Turn layers on or off as needed. All templates are optimized for Retina display.
Design 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.
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Display Ads
- When the tune-in date and HBO Max logo are stacked, the genre indicator (e.g., “NEW SEASON”) or headline text (e.g., “STREAMING”) should be slightly smaller than the tune-in to create hierarchy and ensure the tune-in is legible and prominent.
- Tune-in divider bar: white, at 66% opacity, and spaced evenly between the tune-in date and HBO Max logo.
- Genre indicator/headline text: Max Sans Demi, tracking set at 45.
- When the HBO Max logo and button are side-by-side, the HBO Max logo is placed to the right of the CTA button.
- Pricing text: Max Sans Demi #8298AB, black or white when needed for legibility.
- Headline text can be added when needed but should be omitted on smaller sizes.
- Lower-funnel design includes static and motion graphics.
Legal
- Legal is a layer that can be turned on or off in the PSD when needed.
Single-Title Full Funnel
Pre-Premiere Complete Ad Set
Post-Premiere Complete Ad Set
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 should read: "Live Sports only on select plans. Plans vary by provider. Select games available."
- 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 and d+ single title, the HBO Max logo color should match the title treatment color. See Beetlejuice Beetlejuice and Alto Knights examples.
U.S. single-title HBO Max pause ad
U.S. multi-title HBO Max pause ad
Global single-title HBO Max pause ad
Growth Marketing
Growth marketing templates include a brand device that incorporates the dark radial gradient background behind the text.
- Key art container sizing: Designed to fit standard digital key art dimensions.
- Iridescent HBO Max logo: Required for all multi-title units.
- Pricing text: Use Max Sans Demi #8298AB. If there isn’t sufficient contrast with the background, use white or black instead.
- Headline and tune-in date: Included but can be updated or removed as needed.
- HBO Max logo placement: Always appears to the right of the CTA. Exception: In text-only mobile ads (featuring logo and button only), HBO Max will be on the left.
- Legal is a layer you can turn off/on in the PSD when needed.
Smartly Dynamic Ad Build
Coming soon.
Single-Title DCO Full-Funnel Ad Set
2-Up DCO Full-Funnel Ad Set
3-Up DCO Full-Funnel Ad Set
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
