Rocket Companies has introduced a new visual identity designed by Otherway, signaling a shift toward a modern, cohesive brand image; as a fintech platform focused on personal finance, real estate, and mortgage services, Rocket aimed to align its visual identity with its growth and tech-driven innovations. The rebrand highlights the company’s evolution, emphasizing clarity, simplicity, and a stronger connection across its sub-brands.
The old logo featured bold black and red colors, uppercase letters, and a standout “O” shaped like a rocket launch or an abstract speedometer. Its geometric shapes and sharp contrasts conveyed reliability, professionalism, and a tech-savvy vibe, showcasing Rocket’s role in reshaping financial services.
The new logo takes a cleaner, minimalist approach. At its core is the “Halo,” a red circular symbol with a cutout that forms an “R” through negative space. It keeps the energy of the original design while offering a flexible, recognizable icon that works across different platforms. The circle represents connection and continuity, reflecting Rocket’s mission to simplify homeownership and financial growth.
The typography has been refreshed for a softer, more approachable feel. The old uppercase, angular font has been swapped in the title case for a rounded, sans-serif typeface. Moving from bold, rigid letters to smoother shapes adds warmth and makes the text easier to read. The custom sans-serif font, WNTL (short for “What’s Not To Like”), has a clean, modern style. It’s paired with Bowtie, a custom serif font designed to convey confidence and a sense of familiarity. Both fonts honor Nick Gilbert, the late son of Rocket’s founder, adding a personal touch to the brand.
The color palette has shifted from stark black and red to warmer red. The monochromatic style creates a versatile, unified look across digital and print media. The richer red tone adds emotional depth, reflecting Rocket’s dedication to supporting customers on their homeownership and financial well-being journey.
Graphic elements are designed with simplicity and consistency in mind. The “Halo” icon’s clean lines and geometric precision make it adaptable, whether used as an app icon or on large billboards. A flexible grid system ensures a cohesive look across all platforms, making it easier for teams and partners to maintain brand consistency. The design is built to scale, keeping its visual impact strong on a smartphone screen or in physical spaces.
By simplifying its design language and spotlighting key brand elements, Rocket has created a unified, memorable presence, positioning itself for continued growth in the fast-changing world of financial services.