HBO Max

In 2019, WarnerMedia asked us to partner in developing the brand identity for a top-secret new streaming service—one that would appeal to an ultra-wide fan base while leveraging each of their studios’ massively popular entertainment franchises and programs. As one of several agency partners who worked hard to bring this vision to market, our task was clear and direct: create a logo that would be memorable and instantly recognizable while lending our branding expertise to the consumer-facing launch positioning.

The HBO Max logo nods to the broad curves and sharp corners of its iconic namesake. Lowercase letterforms help keep the logotype proportional and balanced while adding a friendly personality. A blue and violet gradient variation, used largely in off-platform marketing, further reinforces the service’s vibrant spectrum of content, which debuted live during the company’s fall WarnerMedia Day event.

Finally, we designed a suite of logo applications to work across every platform, from stacked social versions to on-platform originals lockups, to a simple favicon for the smallest digital applications. In animation, the HBO Max logo confidently introduces itself with a smooth, intuitive expansion of the classic HBO mark, hinting at the exciting, fan-focused strategy at the heart of the system.