Max was an all-time bad rebrand

Max, formerly HBO Max, is present HBO Max again. Warner Bros. Discovery announced the alteration today, rolling backmost 1 of the clumsiest rebrands successful past from a streaming work that's had much than its stock of clumsy ideas.

Right from the start, it seemed similar everyone extracurricular of Warner Bros. Discovery knew the alteration was a atrocious one. The archetypal takes were brutal, similar this instrumentality from Design Matters big Debbie Millman in a Fast Company story:

"I americium wholly bewildered by the HBO Max rebrand," says Debbie Millman, a designer, marque consultant, and big of the Design Matters podcast. "HBO took 4 decades of prestige and casually tossed it each into a dumpster, lit a match, and cheered arsenic it burned."

Or this from Inc, a period aft the rebrand successful with a story astir the Max app's atrocious redesign:

According to the company, the occupation with HBO Max was the HBO part. There is an important acquisition here, which is that your marque is not what you telephone your streaming service. Your marque is the mode your customers consciousness astir immoderate you make. In this case, the feelings are beauteous clear-this is simply a atrocious idea.

Digs astatine the rebrand are littered each implicit the place. Like an Engadget story header …

Read the afloat communicative astatine The Verge.