Warner Bros. Discovery announced on Wednesday that its streaming platform, Max, will be rebranded back to HBO Max this summer.
When announcing the rebranding of the streaming service back to HBO Max, David Zaslav, President and CEO of Warner Bros. Discovery, said: “The powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”
This decision reverses the two-year-old rebranding that had originally dropped the iconic HBO from the streaming service’s name. This announcement also comes just weeks after Max updated its logo, transitioning from its previous blue color scheme to a black-and-white design.
When Warner Bros. Discovery revealed the rebranding from HBO Max to Max in 2023, the reason was to more accurately represent the library of content available. The company noted that the HBO brand stands for “edgy, groundbreaking entertainment for adults,” even though they also have “some of the best-known kids’ characters, animation and brands in the industry.”
In a press release published on Wednesday, Warner Bros. Discovery said, “Returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering. It is also a testament to WBD’s willingness to keep boldly iterating its strategy and approach – leaning heavily on consumer data and insights – to best position itself for success.”
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