The jump to black-and-white branding is not Max's first aesthetic intervention. When Warner Bros. first launched the streamer in 2020, it was introduced to the market under the name "HBO Max ...

The emblem was reportedly designed in-house by C. Harold Wills circa 1903, with the former letterpress printer opting to keep the color patterns to a basic white lettering on a black background.

Max’s rebranded logo and colors look very HBO  Max is trading its bright blue branding and logo for a black-and-white color palette that evokes HBO’s classic branding.