Rocket’s new logo aims to tap into the ‘emotional’ side of buying a home

Rocket Companies, the parent company of Rocket Mortgage, has announced a rebranding effort to shift its perception from a transactional mortgage provider to a champion of homeownership. The company aims to own the narrative of homeownership and make it a fundamental part of the American dream. Rocket's chief marketing officer, Jonathan Mildenhall, believes the marketing in the category is void of emotion and aspiration, and wants to change that. The rebrand includes a new sentence-case logo, a "halo" logo mark, and refreshed "Rocket red" color, as well as a new visual storytelling approach featuring real clients. The brand's data identity system has also been redesigned to be easier to understand. Two custom typefaces have been created in honor of Rocket Companies founder Dan Gilbert's late son, Nick. The company wants to honor Nick's optimism and make Rocket one of the most optimistic brands in America. Rocket Mortgage is among the top mortgage lenders in the US and has ambitious plans for 2025, including an ad during the Super Bowl next month. The company is also acquiring Rocket.com and renaming several subsidiaries to fit under the Rocket umbrella. The rebranding effort is the first step towards realizing Rocket's ambition of reshaping the category narrative and moving from a financial transaction to a lifelong relationship with customers.