Rocket's Pre-Superbowl Rebrand
Snapshot: Rocket Companies has launched a comprehensive brand refresh, unifying its businesses under the Rocket name and introducing a redesigned visual identity. The move includes the acquisition of Rocket.com and a new logo, wordmark, typeface, and color palette to create a more inclusive and recognizable brand. As part of the rebrand, Amrock has been renamed Rocket Close, and Rocket Pro TPO has been simplified to Rocket Pro, reinforcing Rocket’s commitment to a seamless homeownership experience.
Rocket’s rebranding effort aligns with its broader mission to Help Everyone Home, emphasizing homeownership’s role in financial security and generational wealth. The company’s new identity features a ‘halo’ logo, symbolizing trust and the homeownership journey, a warmer shade of Rocket Red, and photography featuring real homeowners to reflect the diversity of modern America. The transformation was developed in collaboration with design agency Otherway and Rocket’s in-house creative team over six months.
The next phase of Rocket’s rebrand will debut during the Super Bowl on February 9, introducing a campaign that positions homeownership as a unifying force in America. The effort targets first-time buyers, women, Veterans, and Hispanic homebuyers while continuing to resonate with Rocket’s established customer base.
Key Quote: “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.” Jonathan Mildenhall, CMO, Rocket Companies
Full story: Rocket Announcement - Visual Identity Gallery