The HBO Max Rebrand Is About So Much More Than a Logo

I can’t quite stop thinking about the HBO Max rebrand — not because of the logo itself (though I do love a good logo), but because of what it reflects about where we are as a society right now.

The graphic design, the business decisions, the branding — all worthy and interesting (if not niche) conversations, if you’re into entertainment, marketing, or design. But here’s what most people don’t realize: someone got paid hundreds of thousands of dollars — maybe even millions — as a marketing consultant to just suggest they “bring back HBO.” And someone else, who makes over $30 million a year (yes, every year), had to greenlight the decision and approve the invoice.

What fascinates me isn’t the logo. It’s that a company that large is starting to recognize that something needs to be restored. That maybe this relentless push to be future-forward and fully digital — to embrace “what’s next” at all costs — has hit a wall. And that there’s something quite beautiful, and valuable, about what was.

Don’t get me wrong — I’m not saying we should cling to the past. I’m definitely nostalgic for the ’90s, though I’m not even sure why. I was a closeted teen with a perm, a love of ABC soap operas, and a confusing admiration for my sixth-grade substitute math teacher. So no, this isn’t just about nostalgia. It’s about…