Max rebrands again, and this time it finally succeeds

HBO Now gave way to HBO Max, which later became Max—and now, Max is getting its HBO vibes back with yet another rebranding. This go-around is mainly about color changes, but it just might be the most successful rebrand yet for the streamer. The very true, convoluted story of HBO’s brand transformation Not long ago, HBO’s branding couldn’t be stronger. Okay okay, to be fair, HBO still very much stands for prestige TV. But when Warner Bros. decided to up the ante in its streaming play, the former HBO Now service became part of a much bigger offering. That new player would combine HBO’s content with the vast WB library of classic films and TV shows to create a Netflix-class contender. HBO Max was the new service. It dropped the classic black-and-white HBO look for a bold and distinct purple. Except, that purple didn’t last. Nor did the name. When HBO Max gained Discovery content after the Warner-Discovery merger, it rebranded again as just Max—and purple became blue. Generally, p ... Read full article.