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 439

  • 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, breaking news, and more on HBO Max.

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

  • Short: Stream must-see series, movies, live sports, and breaking news 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

  • Sports in Text

  • When in headlines, "Live Sports" will be in title case. But in body copy, please follow the guidance here:

    When "live sports" is part of a more generic reference, keep it lowercase.

    "Stream the best in live sports. Follow your favorite leagues and teams on HBO Max."
    When "Live Sports" is positioned as a category or offering, use title case.

    "Stream Live Sports on HBO Max."
    For specific live games or matches: Place "live" before the event name.

    "Stream live MLB games on HBO Max"
    For special or branded events: Place "live" after the event name for better readability.

    "Stream the NBA Playoffs live on HBO Max."
    (instead of "Stream the live NBA Playoffs games on HBO Max.")
    "Stream Roland-Garros live on HBO Max."

  • 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.