WarnerMedia looks to HBO brand for new streaming service

WarnerMedia’s upcoming streaming service leverages a familiar name — though it joins a somewhat cluttered branding strategy.  The company, which is owned by AT&T, confirmed that it will call its (new) streaming service “HBO Max.” A logo design was also released — with the bold HBO logo in a rounded box with a gradient filled “Max” below with an exaggerated “X.”With the new name, WarnerMedia is hanging its hat on what is arguable one of its most familiar (and appropriate) brands.That said, once HBO Max launches there will be three separate streaming related services that use the name followed by a short word. HBO Go, which was launched in 2010, allows subscribers of the traditional HBO service to stream content on mobile devices and smart TVs. It is typically included for subscribes who pay for or whose packages include HBO.HBO Now, launched four years later, is a standalone OTT streaming service that lets people subscribe and watch HBO without a cable or satellite subscription.