Rocket Cos. in Detroit Launches New Brand Identity, Includes Super Bowl Campaign

Part of Rocket’s new brand identity is an ad campaign featuring billboard with the company’s new logo in the lower left corner. // Photo courtesy of Rocket Cos.
 

Rocket Cos. in Detroit, a fintech platform company consisting of mortgage, real estate, and personal finance businesses, today unveiled a new brand identity and renamed several businesses.

The visual identity unifies many of the company’s services under the overarching “Rocket” brand, creating an end-to-end homeownership experience. As part of the 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, including Amrock, the national title producer, settlement provider, and appraisal management company, which is being changed to Rocket Close.

Additionally, Amrock Title Insurance Co. has relaunched as Rocket Title Insurance Co., and Rocket Pro TPO has been renamed Rocket Pro, effective immediately, to reflect its commitment to supporting mortgage professionals nationwide.

The changes simplify services and enhance Rocket’s mission to create a more inclusive and connected homeownership journey.

Rocket will reveal the next step in its brand transformation with a Super Bowl campaign that will air during the game on Feb. 9, demonstrating how homeownership has the power to unite the nation — instilling a deep sense of pride and belonging.

It’s the first creative step in supporting Rocket’s mission to “Help Everyone Home” by redefining homeownership and empowering individuals to achieve the American dream.

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.

“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,” says Jonathan Mildenhall, chief marketing officer of Rocket Cos.

“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 2023 Fannie Mae Mortgage Understanding 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.

Key highlights of Rocket’s new visual identity include:

• New ‘Halo’ Logo: The “halo” logo enhances Rocket’s brand recognition with a fresh design. As a universal symbol of trust, the circular form creates a protective arc, representing the journey to homeownership and the building of prosperity and generational wealth.
• Refined Wordmark: Inspired by Rocket’s previous visual identity, the new wordmark has been redesigned for the future. The shift from block capitals to title case creates a friendlier, more approachable tone – while a custom sans-serif typeface mirrors the logo’s sleek geometry for consistency and improved accessibility for all audiences.
• Custom Typefaces: Rocket introduced two bespoke typefaces to ensure a cohesive visual language across all touchpoints, from digital products to printed materials. Both typefaces honor Nick Gilbert, the late son of Rocket founder Dan Gilbert.
• Refreshed ‘Red’: The signature Rocket Red color has been reimagined, evolving from a bright, intense tone to a softer, warmer shade that reflects the brand’s focus on compassion and inclusivity.
• Authentic Community Portraits: Rocket’s refreshed visual storytelling features real clients in its photography, celebrating the diverse faces of modern America.

The new visual identity was created through a collaboration between Otherway, a leading design agency, 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 adds. “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.”

Founded in 1985, Rocket Cos. includes mortgage, real estate, and personal finance businesses Rocket Mortgage, Rocket Homes, Rocket Close, Rocket Money, and Rocket Loans.

J.D. Power has ranked Rocket Mortgage No. 1 in client satisfaction for primary mortgage origination and mortgage servicing a total of 22 times — the most of any mortgage lender.

For more information, visit Rocket’s Corporate Website or its Investor Relations Website.