The announcement marks the first phase of
Rocket's brand restage, set to be fully revealed during the
company's return to the Super Bowl
CLICK HERE TO FIND A GALLERY OF IMAGES
SHOWING THE NEW VISUAL IDENTITY
DETROIT, Jan. 14,
2025 /PRNewswire/ -- Rocket Companies
(NYSE: RKT), the Detroit-based fintech platform company
consisting of mortgage, real estate and personal finance
businesses, today 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. 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, Amrock Title Insurance Company has relaunched as
Rocket Title Insurance Company. Rocket Pro TPO has been renamed
Rocket Pro, effective immediately, reflecting its commitment to
supporting mortgage professionals nationwide. These 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, demonstrating how homeownership has the
power to unite the nation – instilling a deep sense of pride and
belonging. This is the first creative step in supporting
Rocket's mission to Help Everyone Home – 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," said
Jonathan Mildenhall, Chief Marketing
Officer of Rocket Companies. "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."
Building on Rocket's strong legacy, the new design celebrates
the modern American dream. A recent study found 92% of consumers
aspire to purchase a home, underscoring its integral part in
achieving the American dream and a pathway to a prosperous life¹.
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 dynamic
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 continued.
"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."
Tune into the Super Bowl on February 9,
2025, to see Rocket's next step in its brand restage.
Forward Looking Statements
Some of the statements contained in this document are
forward-looking statements within the meaning of Section 27A of the
Securities Act of 1933, as amended, and Section 21E of the
Securities Exchange Act of 1934, as amended. These forward-looking
statements are generally identified by the use of words such as
"anticipate," "believe," "could," "estimate," "expect," "intend,"
"may," "plan," "potential," "predict," "project," "should,"
"target," "will," "would" and, in each case, their negative or
other various or comparable terminology. These forward-looking
statements reflect our views with respect to future events as of
the date of this document and are based on our management's current
expectations, estimates, forecasts, projections, assumptions,
beliefs and information. Although management believes that the
expectations reflected in these forward-looking statements are
reasonable, it can give no assurance that these expectations will
prove to have been correct. All such forward-looking statements are
subject to risks and uncertainties, many of which are outside of
our control, and could cause future events or results to be
materially different from those stated or implied in this document.
It is not possible to predict or identify all such risks. These
risks include, but are not limited to, the risk factors that are
described under the section titled "Risk Factors" in our Annual
Report on Form 10-K, Quarterly Reports on Form 10-Q, Current
Reports on Form 8-K, and other filings with the Securities and
Exchange Commission ("SEC"). These factors should not be construed
as exhaustive and should be read in conjunction with the other
cautionary statements that are included in this document and in our
SEC filings. We expressly disclaim any obligation to publicly
update or review any forward-looking statements, whether as a
result of new information, future developments or otherwise, except
as required by applicable law.
About Rocket Companies
Founded in 1985, Rocket Companies (NYSE: RKT) is a Detroit-based fintech platform company
including mortgage, real estate and personal finance businesses
Rocket Mortgage, Rocket Homes, Rocket Close, Rocket Money and
Rocket Loans.
With more than 65 million call logs each year, 10 petabytes of
data and a mission to Help Everyone Home, Rocket Companies is well
positioned to be the destination for AI-fueled homeownership. Known
for providing exceptional client experiences, J.D. Power has ranked
Rocket Mortgage #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, please visit our Corporate
Website or Investor Relations Website.
1. 2023 Fannie Mae Mortgage
Understanding Study
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SOURCE Rocket Companies