Max Resources

Brand Page

Sizes

Designed for both large and small spaces.

  • For General Use

  • Obsidian black

  • For Small Use

  • Obsidian black small

  • At a height of 25px (0.25"/6mm) or less. The bullet is smaller to ensure visibility of the ring.

Clearspace

  • Clearspace

App Icons

HBO Max App Icons
  • App Icons

Color

  • Obsidian Black

    RGB 0.0.0

    CMYK 60.40.40.10

  • Pure White

    RGB 255.255.255

  • Dark Slate

    RGB 78.80.91

    CMYK 69.60.49.30

    PMS 438

  • Medium Slate

    RGB 79.105.132

    CMYK 74.52.30.10

    PMS 2374

  • Light Slate

    RGB 130.152.171

    CMYK 52.33.24.0

  • Color palette

  • For general purposes in creative development, use this color palette. Color Palette for Product, Dot Com, and Email is a specialized palette that requires approval for usage. Please contact Max_Brand_Team@wbd.com for color guidance.

  • Primary Colors

    Obsidian Black and Pure White are used in the logos and in display text.

  • Secondary Colors

    Dark Slate is used in body text and as an accent color.

Key Art Quilts

U.S. Key Art Quilt

  • The U.S. key art quilt will be updated 2-3 times per year.

    Download the latest version with the link above. Teams will be notified by email upon any updates to the art.

  • Considerations
    • The quilt is designed with a skew. Approval from an Art Director or above is needed to flatten it.
    • When replacing key art, follow the size and format as referenced in the template.
    • Be mindful of parity when resizing, moving, or cropping key art.
  • Skew (preferred)

    Skew (preferred)

  • No skew Use on assets with tight and narrow cropping where cropping creates distortion. Use as a starting point when animating.
    No skew
    • Use on assets with tight and narrow cropping
    • Where cropping creates distortion.
    • Use as a starting point when animating.

  • Key Art Quilt Overlays

  • Dark radial gradient overlay

    Dark radial gradient overlay

  • Black Overlay

    Black Overlay

Copy Guidance

  • Product Messaging

  • Long: Stream the most talked about shows and movies featuring the worlds of HBO, the DC Universe, Harry Potter, and beyond - plus live sports, and more on HBO Max.

  • Medium: Stream the most talked about series, hit movies, exclusive originals, family favorites, live sports, and more on HBO Max.

  • Short: Stream must-see series, movies, live sports, and more on HBO Max.

  • Messaging applies to U.S. only.

  • Copy Style

  • Max in Text

    Be sure to use "Max" with the capital "M," unless you are referring to the URL or a social handle.

  • Correct use of Max in text
  • Incorrect use of Max in text

  • Avoid word plays. Restrict use of "Max" to the Max brand itself.

    Avoid "Max" in the possessive form.

  • Correct use of Max in text
  • Incorrect use of Max in text

  • Capitalization Style & Samples

  • Title Case

    Capitalize the first letter of every word: The White Lotus, Daring Dramas, A Max Original
    • Titles (movies, series, promos, podcast)
    • Headings and subheadings
    • Episode titles
    • Multi-title/brand text cards

    Except, lowercase:
    • Articles: a, an, the
    • Conjunctions: and, but, or, if
    • Prepositions (fewer than four letters): at, to, by, on

    Sentence case
    Capitalize only the first letter of the first word: See what's new in our complete collections.
    • Legal language

    ALL CAPS
    • CTAs: START STREAMING, WATCH NOW, +ADD TO MY LIST
    • Tune-ins: NOW STREAMING, NEW EPISODES SUNDAYS
    • Ul buttons

    all lowercase
    • URLs: max.com, max.com/provider
    • Hashtags: #batman, #succession

    Except, use title case in multi-word hashtags for clarity:
    #TheFlightAttendant, #KeanuReeves

  • Punctuation

  • Comma
    Use the serial comma before "and" or "or" in a list of three or more items.
    Ellipses (...)
    Use in place of missing text. No spaces between the dots, and no spaces on either side.
    Em Dash (—)
    Use to signal an abrupt change. With a space on either side.
    En Dash (–)
    Use to indicate ranges. With a space on either side.
    Note: For digital, use en dashes in lieu of em dashes (for an easier read).
    Quotation Marks
    Place periods, commas, and exclamation points inside quotation marks.

  • Plan Names & Descriptions

  • HBO Max - Basic With Ads
    Partners can merchandise as HBO Max Basic With Ads Plan
    • Stream on 2 devices at once
    • Full HD video resolution
    • Price: $10.99/month or $109.99/year (save $21)

    HBO Max – Standard
    Partners can merchandise as HBO Max Standard Plan
    • Stream on 2 devices at once
    • Full HD video resolution
    • 30 downloads to watch on the go
    • Price: $18.49/month or $184.99/year (save $36)

    HBO Max – Premium
    Partners can merchandise as HBO Max Premium Plan
    • Stream on 4 devices at once (only 2 for Sports)
    • 4K Ultra HD video quality (as available)
    • Dolby Atmos immersive audio (as available)
    • 100 downloads to watch on the go
    Price:
    • $22.99/month or $229.99/year (save $45)

  • Offer / Bundle Positioning

  • Black Friday Example
    $10.99 $2.99/month for 12 months on the HBO Max Basic With Ads Monthly Plan
    Positioning:
    • BLACK FRIDAY DEAL
    • $10.99 $2.99/mo for 12 months
    • Save 70%
    • Offer ends Monday
    • CTA: SIGN UP NOW

    Bundled Offer Savings Example:
    XYZ & HBO Max (With Ads)
    Positioning:
    • Starts at $xx/mo
    • Save $x.xx/mo with bundle name

  • Pricing Display Rules

  • Pricing should be displayed as the monthly rate.
    If an annual option is available, both monthly and annual rates should be shown, with the annual pricing clearly highlighting the savings versus the monthly plan.

    Example
    Price: $10.99/month or $109.99/year (save $21)
    • Offer should include strikethrough price and savings when possible
    • Offer duration should be listed
    • Offer tier options should be listed