On March 30, audiovisual giant Warner Bros. Discovery (WBD) overhauled the image of its streaming platform Max by changing its color palette, which shifted from white and bright blue to black and white all around the globe. The main international media specialized in the audiovisual industry concur that there is a significant similarity with the colors that identify HBO, WBD’s premium network. It is important to mention that even before the introduction of this change, Max’s logo shared an element with HBO’s, since the letter A in the former had a circle in its center, like the letter O in the latter.

Although no official communication has been made by the company, WBD sources have told TAVI Latam that the purpose of the overhaul of the color palette is to render Max’s logo more flexible, not only in the platform but also in all marketing material related to the brand. In this way, the new colors will align with the various types of content. “As an independent element, the logo will appear in a neutral color, black and white,” they explained to TAVI Latam.

This is not the first change in the color palette introduced by WBD’s streaming service. When the OTT launched as HBO Max in 2020 (in 2021 in Latin America), the color of its visual identity was white and violete. Then, when it relaunched as Max in 2023 (in 2024 in Latin America), the colors changed to white and bright blue.