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Streaming service Max, previously known as HBO, launched a redesigned logo on March 30, 2025. As per reports, the new design replaces its blue interface with a monochrome color scheme. In February 2025, Bloomberg reported the news of the color change, stating it might come with a black-and-white color combination.
The company brought Shauna Spenley, a former Netflix executive, as its new chief marketing officer to lead the rebranding effort. HBO has traditionally used black and white as its signature colors. After the launch of the new logo, social media users shared memes and comments. One X user wrote:
“Me when i get a single hair follicle cut.”
While many asked about the difference in the new logo, others felt that it was only a color change.
“What's the difference??” a netizen asked.
“They must have worked endlessly to get the creative juices flowing,” an online commentator wrote.
“When all they did was change the color,” another X user shared.
Social media users appeared displeased as they found no novelty in the Max logo.
“Imagine how many meetings they had before they made this decision,” a social media user jested.
“Debuted a new logo when they just launched in Australia. this is them fainting after being bitten by one of our wild spiders,” an internet user noted.
“If making the font bigger and putting a different color background is considered new....I fear for the future,” a media user opined.
“New logo…same programming??? a netizen asked.
More about Max’s rebranding and its launch in Australia
According to Variety, the streaming platform has changed its look before. When Warner Bros. launched the streaming service in 2020 as "HBO Max," it featured a purple design. However, after Warner Bros. merged with Discovery, Inc. in 2022 following its separation from AT&T, the newly formed Warner Bros. Discovery decided to update its branding.
Max rebranded in 2023, merging its content with Discovery+ and switching from purple to blue. At the time, Chief Marketing Officer Patrizio Spagnoletto explained that blue was widely favored and aimed to balance a premium feel with accessibility.
He also noted that while Max's shade of blue set it apart from competitors like Disney, Paramount, and Prime, the test would be consumer feedback.
In other news, the streaming service debuted in Australia. Warner Bros. Discovery’s local head, Michael Brooks, believes this gives the platform a competitive edge.
He emphasized that HBO consistently delivers high-quality drama, making Max a reliable source for top-tier entertainment. Brooks also noted that the launch had been in the works for years, as Australia was always a priority in the company’s global growth strategy.
The launch came two years after Netflix introduced its first original series, House of Cards, which premiered on Foxtel in Australia a few months after its global debut. Other early Netflix originals at the time included Orange is the New Black, Unbreakable Kimmy Schmidt, Hemlock Grove, and Marco Polo.
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