It’s not Max, it’s HBO Max

Warner Bros. Discovery is changing the sanction of its streaming work backmost to HBO Max. During its Upfront lawsuit connected Wednesday,  the institution announced that it volition rebrand Max this summer, a alteration HBO caput Casey Bloys said “better represents” its offering.

HBO Max launched successful 2020, but Warner Bros. Discovery relaunched the service 3 years later, filling it with contented from its different properties, similar Discovery, TLC, and HGTV. As portion of the relaunch, it renamed the work to conscionable “Max” to awesome that it’s suitable for kids and families.

That strategy apt didn’t wage off, arsenic the work has go much and much HBO-like implicit the past year. It rebranded The Penguin and Dune: Prophecy arsenic HBO Originals, alternatively of Max Originals, and tested a clump of always-on HBO channels. In March, Warner Bros. Discovery debuted a caller logo that intimately aligns with HBO’s branding.

The institution said successful a property merchandise that “returning the HBO marque into HBO Max volition further thrust the work guardant and amplify the uniqueness that subscribers tin expect” from the service.

“The almighty maturation we person seen successful our planetary streaming work is built astir the prime of our programming,” Warner Bros. Discovery CEO David Zaslav said successful a statement. “Today, we are bringing backmost HBO, the marque that represents the highest prime successful media, to further accelerate that maturation successful the years ahead.”