Amrock Rebranding as Rocket Overhauls Identity

January 21, 2025

Detroit-based Rocket Companies unveiled a refresh to its brand identity that is designed to position the company as an inclusive brand.

As part of the overarching "Rocket" brand, the company also is rebranding key businesses as part of its evolution. Amrock, Rocket’s national title producer, settlement provider and appraisal management company, will be changed to Rocket Close. Additionally, Amrock Title Insurance Co. has relaunched as Rocket Title Insurance Co. Rocket Pro TPO has been renamed Rocket Pro, effective immediately.

Rocket will reveal the next step in its brand transformation with a Super Bowl campaign. 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.

"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."

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 founderDan 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.


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