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Design a brand mark for HBO Max, WarnerMedia’s highly-anticipated streaming platform promising one of the biggest online selections of entertainment to date.


Build off the legacy and personality of the service’s iconic namesake, while also communicating a fresh, expansive, vibrant personality for fans of all kinds of content.


With a strong brand and library of over 10,000+ titles, HBO Max dominated as the biggest streaming debut of 2020, earning 28.7M subscribers and 8.6M activations by years' end.

Creative Strategy

Where HBO meets so much more.

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.

Logo Design

New looks, new moves.

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.

HBO Max mobile app icon
HBO Max tagline
HBO Max water tower
HBO Max AppleTV UI

Logo System

Engaging across platforms.

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.

HBO Max billboard


Logo Design –– Design Strategy –– Graphic Design –– Animation –– Custom Typography

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