Max, formerly HBO Max, has implemented a new monochrome branding that closely resembles HBO, stirring confusion and criticism among viewers. The change comes on the heels of previously shifting from a blue palette, which was intended to differentiate Max in a crowded streaming market. Critics remark that the new black-and-white design undermines Max's attempt to create a unique identity separate from HBO, as users continue to associate the two. The shift was made without any formal announcement, further contributing to the uncertainty surrounding the brand's direction.
There's different types of blue, and if you put us in juxtaposition to Disney or Paramount or Prime, they look different.
But in launching new branding that's much closer in style to that of HBO's isn't going down particularly well either.
At some point this year they're going to 'rebrand' it as 'HBO Max' and act like it was an original thought.
Consumers will tell us if we got it right, and we think we did. But there's enough room in the world of blue to still differentiate ourselves.
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