Quicken Loans is dropping the familiar rocket out of its logo for its portfolio of online mortgage and home search brands. 

Quicken Loans is dropping the familiar rocket out of its the logo for its digital mortgage property, Rocket Mortgage, and its online loan and home search sister companies are following suit.

“Through two Super Bowl commercials, numerous national marketing campaigns and hundreds of online and social media ads – the familiar image of a rocket has been engrained in the memory of millions of Americans,” John Perich, a spokesperson for Quicken Loans told Inman. “Today, that rocket (along with a few others) are showing off a significant upgrade.”

The transformation of new brand logos.

 

The change brings the branding to Quicken Loans sibling companies under the same aesthetic, as well as all being available from a single login point.

From that single entry point, a user can shop for homes using the search portal Rocket Homes, obtain a mortgage through Rocket Mortgage, get a personal loan through Rocket Loans and check their credit score and access financial literacy tools on Rocket HQ.

“This is more than a simple logo change or a different look to the brand, it’s a visual reminder of the partnership between the different companies that leverage the power of the Rocket brand,” Perich said. “Consumers can use this complementary suite of products and services from four sister companies throughout their entire financial lives to access the same tech-driven, client-centered service – whether they need a mortgage, a real estate agent, home search, personal loans or credit report and financial education.”

The focus for the brand is no longer solely on speed – hence the removal of the image of the rocket – and instead on the, “magic O,” which symbolizes the company keeping clients at the center of everything it does, according to Perich.

“Others have said they see the gauge of a speedometer to show speed or progress or the keyhole of a door – one that we believe can be used to open up a host of new financial opportunities and freedom,” Perich added. “The beauty of this design element is that there are as many interpretations as there are reasons for a consumer to use Rocket Mortgage, Rocket Homes, Rocket Loans or Rocket HQ.”

Email Patrick Kearns

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