Rocket Companies, a Detroit-based fintech platform known for its mortgage, real estate, and personal finance services, has unveiled a refreshed brand identity. This new visual identity aims to unify the company's services under the "Rocket" brand and create an influential end-to-end homeownership experience. As part of this initiative, Rocket has acquired Rocket.com and introduced a reimagined logo, wordmark, typeface, and color palette.
The company is rebranding key businesses as part of its evolution. Amrock will now be known as Rocket Close, while Amrock Title Insurance Company has been relaunched as Rocket Title Insurance Company. Additionally, Rocket Pro TPO has been renamed Rocket Pro. These changes are intended to simplify services and enhance the company's mission to create a more inclusive homeownership journey.
Rocket plans to reveal further developments in its brand transformation with a Super Bowl campaign. This campaign will demonstrate how homeownership can unite the nation by instilling pride and belonging. The new visual identity is designed to engage key growth demographics such as Hispanic, female, veteran, and first-time homebuyers.
Jonathan Mildenhall, Chief Marketing Officer of Rocket Companies, stated: “Homeownership is a fundamental building block of the American Dream. As the category leader it is important that every aspect of the Rocket brand lives up to this iconic ideology.” He emphasized that owning a home provides identity, security, safety, and purpose while also being a proven asset class for building generational wealth.
The new design celebrates the modern American dream with highlights including a new "halo" logo symbolizing trust and prosperity in homeownership. The refined wordmark uses title case for a friendlier tone and features custom sans-serif typefaces honoring Nick Gilbert, son of Rocket founder Dan Gilbert. The signature Rocket Red color has been softened to reflect compassion and inclusivity.
This visual identity was developed through collaboration between Otherway design agency and Rocket's internal teams over six months. Mildenhall added: “Rocket’s new design elements embody our spirit and commitment to making homeownership accessible to all.”
Rocket invites audiences to tune into the Super Bowl on February 9th for further insights into their brand restage.