The history of HBO Max's ridiculously convoluted brand journey

Warner Bros. Discovery; Jenny Chang-Rodriguez/BI

• HBO Max is once again the name of Warner Bros. Discovery's flagship streamer.
• It's one in a long line of rebrands and logo changes.
• We took a trip down memory lane and dug into all the incarnations over the years.

What's old is new again.

Max is now HBO Max — reversing a polarizing rebrand that happened two years ago. Warner Bros. Discovery announced its streaming service's new-ish name at its annual upfront presentation to advertisers.