Iteration is good, actually. Listening to your customers is good, actually. Fixing a mistake quickly is good, actually.

Too many brands and products remain stagnant, ignore their users in favor of the whims of their leadership, and let pride and the sunk cost fallacy prevent them from doing the obviously correct thing.

Bravo, HBO Max.

The evolution of HBO Max's logo, 2022-present 2022: HBO max stacked over a bluish-purple gradient 2023: max over a purple gradient 2024: max (with a filled-in counter calling back to the original HBO logo) over a bluish gradient 2024: max (with a filled-in counter calling back to the original HBO logo) over a solid black background 2025: HBO max stacked over a black background