Rocket Companies, the parent of Rocket Mortgage, on Tuesday unveiled a refresh to its brand identity in an effort to unify Rocket’s many companies under a single umbrella.
As part of this effort, Rocket is rebranding some of its businesses. Its title producer and appraisal management arm, Amrock, will now be known as Rocket Close. Additionally, Amrock Title Insurance Co. has relaunched as Rocket Title Insurance Co.
Rocket Pro TPO has been renamed as Rocket Pro, effective immediately, to “enhance Rocket’s mission to create a more inclusive and connected homeownership journey,” per the company’s announcement.
Dan Sogorka, Rocket Pro’s general manager, says that the new name is more consumer-facing and aims to establish trust between the company and the customer. “We’re simplifying, streamlining, and going out much louder with our brand this year as we kind of double down on our focus on the broker community,” Sogorka said in an interview with HousingWire. “From a brand simplification standpoint, TPO is like a technical term in mortgage jargon, and we’re trying to show up in a more compassionate way with the American homeowner. It’s also a better way for our partners to distinguish what Rocket Pro is.”
The name changes were not the only brand refreshes announced Tuesday. Following the company’s acquisition of the Rocket.com domain name in November 2024, Rocket is introducing a reimagined logo, wordmark, typeface and color palette.
Rocket said that the company’s upcoming campaign during the Super Bowl broadcast will reveal further changes to its brand.
“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,” Jonathan Mildenhall, chief marketing officer of Rocket Companies, said in a statement.
“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.”
Key highlights of Rocket’s new visual identity include a new halo logo. The company calls it “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.”
The new wordmark, a reimaged color scheme and real client photography are additional brand changes the company has made. New custom typefaces are an homage to Nick Gilbert, the late son of Rocket founder Dan Gilbert.
The new visual identity, which took six months to design, was created through a collaboration between design agency Otherway and Rocket’s internal design and creative teams, the announcement explained.
“Rocket’s new design elements embody our spirit and commitment to making homeownership accessible to all,” Mildenhall added. “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.”
Sogorka added, “I think if you look at the changes at Rocket over the last year, they’ve been pretty substantive. Varun [Krishna] came in, and we’ve added a new chief marketing officer who’s amazing. We’re building off of Rocket’s 40-year success and taking it to a whole new level. So you’re going to see and hear a lot from us this year.”
The news comes just a few weeks into 2025, a year that Rocket Companies CEO Varun Krishna hinted in the company’s third-quarter earnings call would be focused on strategic growth initiatives, including an expanded servicing portfolio and higher recapture rates.
