HBO Max became simply Max in April 2023, after WarnerMedia merged with Discovery, creating a new company called Warner Bros. Discovery.
Max is built around the libraries of Warner Bros., Discovery Channel, HBO, CNN, Cartoon Network and many more, as well as creating its own programming.
Post-merger, Max became one of the combined company’s two flagship streaming services, the other being Discovery+, which mainly focuses on factual programming. As part of the company revamp, the service name was simplified to Max, adding Discovery content and other new series and films.
London branding agency DixonBaxi asked us to create an appealing modified font based on the logo they’d created for Max. It needed to be characterful but remain neutral, able to embrace the wide range of programming available.
Max Sans is a display face based on F37 Moon, one of our most popular library fonts. It’s a clean, geometric sans, notable for its very circular forms which, we felt, picked up the perfect circle of the O in the HBO logo nicely.
We started by honing and refining the new logo, which allowed us to explore and define some characteristics that could be carried over to the full font. We used bowed diagonals and angled spurs, which echo the curvature of the Warner Bros. logo, to soften the cold edge that typifies a clinical geometric sans. Other features we worked into the Max Sans letterforms included a new curve tension to match with the curves of the new logo, interrupted strokes and round dots.
The friendly font comes in 10 different styles and includes extended Latin, Greek and Cyrillic alphabets.