Rocket Companies, the Detroit-based fintech platform company consisting of mortgage, real estate and personal finance businesses, recently unveiled a bold refresh to its brand identity.
Designed to position Rocket as one of the most inclusive brands in America, the visual identity unifies many of the company’s services under the overarching “Rocket” brand, creating an influential end-to-end homeownership experience, company leaders said.
As part of this effort, the company has acquired Rocket.com and introduced a reimagined logo, wordmark, typeface and color palette.
Rocket is rebranding key businesses as part of its evolution. Amrock, the national title producer, settlement provider and appraisal management company, will be changed to Rocket Close.
Additionally, the release outlined, Amrock Title Insurance Company has relaunched as Rocket Title Insurance Company. Rocket Pro TPO has been renamed Rocket Pro, effective immediately.
Rocket added that it will reveal the next step in its brand transformation with a Super Bowl campaign.
The new visual identity positions Rocket to engage with key growth demographics, including Hispanic, female, Veteran and first-time homebuyers, while continuing to resonate with its established audience, the company said
“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,” Jonathan Mildenhall, chief marketing officer of Rocket Companies, said in the release. “Owning a home creates identity, security, safety and purpose, not to mention the most proven asset class in terms of building generational wealth. This design evolution underscores our belief in the transformative power of homeownership and introduces Rocket as a timeless and iconic brand that empowers people to achieve their dreams.”
A recent study found 92 percent of consumers aspire to purchase a home, underscoring its integral part in achieving the American dream and a pathway to a prosperous life.
The new visual identity was created through a collaboration between design agency Otherway and Rocket’s internal design and creative teams. Rocket and Otherway spent six months crafting the design system, refining it across thousands of internal and external touchpoints.
“Rocket’s new design elements embody our spirit and commitment to making homeownership accessible to all,” Mildenhall said. “This is just the first of many steps Rocket will take in 2025 as we embark upon this significant companywide transformation. This refreshed identity celebrates the humanity and diversity of the homeownership journey, redefining what it truly means to own a home in today’s America.”