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In the corporate version of “you up?” texts, Warner Bros. Discovery has rebranded its streaming service Max…

… back to HBO Max.

If you’re thinking, didn’t we already have HBO Max? Yes, queen. We did. Back in 2022. Before a string of logo changes that felt like watching a friend date the same guy over and over but with slightly different hair.

The rebrand went:

• HBO Max (2022)

• max (2023)

• MAX, but BLUE (2024)

• MAX, but MOODY (2025)

• And now: HBO Max again (2025), because maybe we were right the first time?

The problem wasn’t the name. It was pretending HBO (the network that gave us Succession, The Sopranos, Sex and the City and Euphoria) wasn’t the brand equity flex it absolutely is.

I can’t stop laughing thinking about the team of people who have lost sleep over this and still don’t know what to say when their aunt asks them what they’ve been up to at work at the cookout. We’re all different versions of the Max logo: the same.

So what’s the takeaway for us? Aside from “don’t make your logo look like a college sophomore’s DJ handle”?

But don’t start panicking about logos. Because yes, they matter - but also no, you don’t need one worthy of a Cannes Lions award to make money.

Here are 3 science-backed traits of a strong logo:

1. Simplicity wins. Studies show simple logos are easier to recognize and recall. (That’s why the Nike swoosh works and why your name in 12 fonts does not.)

2. Distinctiveness matters. A Harvard study found that logos that look different from competitors help people remember your brand, and trust it faster.

3. Versatility = value. A great logo works in black and white, in a tiny IG bio, and on a 20-foot billboard. Flexibility builds familiarity.

That said? Your logo is not your business.

Plenty of women are out here making six figures with a Canva starter kit and a dream. So don’t wait on a branding overhaul to sell your offer. Just start.

(And maybe don’t rebrand four times in two years unless you’re also streaming award-winning television.)

Xo, The Salesgirls

PS. Don’t miss tomorrow’s Salesgirl Social where an actual brand expert (not someone with opinions who watches a lot of TV, hello me) weighs in on what small brands can do to learn from the blunders of big ones. 👀