Rocket Companies is revamping its logo and rebranding certain arms of business in an effort to unite the verticals under one recognizable name and promote a more "innovative and inclusive approach."
The updates represent the first phase of the company's rebranding, with more changes to be announced during the Super Bowl happening Feb.9, the company teased Tuesday.
Amrock, its title and settlement company, will be renamed to Rocket Close, while Amrock Title Insurance Company will now be dubbed Rocket Title Insurance Company.
Rocket's wholesale operation is also getting its name shortened, changing from Rocket Pro TPO to Rocket Pro. The name changes create "a complete end-to-end homeownership experience" for clients and partners, Rocket noted.
"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 at Rocket Companies, in a press release.
Speaking of uniting under one Rocket brand, the company's logo is also unifying under one color: red. The refreshed red color of its logo reflects the brand's "focus on compassion and inclusivity," Rocket's press release said.
The halo on Rocket's logo has also been reshuffled to the front as a means to enhance brand recognition. Other changes include a new wordmark and two bespoke typefaces to ensure a cohesive visual language across all touchpoints, from digital products to printed materials, the company said.
Rocket's new visual identity took six months to craft and was done in partnership with
Otherway, a London-based design agency, it said.
"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 Mildenhall.
"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.
