Rocket Launches New Branding
Rocket Companies rolled out the first phase of a new brand identity designed to attract key buyer demographics and unite the company’s different arms.
The new design positions Rocket “as one of the most inclusive brands in America,” company leaders said, and unifies all of the company’s services under the umbrella “Rocket” brand.
“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,” said Jonathan Mildenhall, Chief Marketing Officer of Rocket Companies.
“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,” he added.
The new look includes a logo, wordmark, typeface, and color palette, and Rocket has acquired the domain name Rocket.com to go along with them.
In addition, national title producer and appraisal company Amrock is being renamed Rocket Close, and its title arm specifically is relaunching as Rocket Title Insurance Company. Rocket Pro TPO is losing the TPO as well.
Rocket specifically hopes to engage key growth demographics with the new look, including Hispanic, Veteran, female, and first-time homebuyers.
Leading design agency Otherway worked on the design system with Rocket’s internal teams over the course of six months.
The next phase will be revealed during the Super Bowl on February 9 with a special ad campaign “demonstrating how homeownership has the power to unite the nation,” according to a press release.