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New Logo and Identity for Rocket Mortgage by Lippincott



Noted Feb. 4, 2019 by Armin

Industry / Finance Tags /


(Est. 2016) “Rocket Mortgage is an online mortgage experience developed by Quicken Loans, America’s largest mortgage lender. Rocket Mortgage isn’t a calculator; it’s a way to get a mortgage. Just tell us about yourself, your home and your finances, and we’ll give you real interest rates and numbers - not just our best guess. Then, you can use Rocket Mortgage to get approved, ask questions about your mortgage, manage your payments and more.” In January 2018, the company became the largest overall retail lender in the U.S. (it is also the largest online retail mortgage lender).

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Since the focus isn’t solely on speed, the image of the rocket is no longer used in the new logos. Instead, the main element in the new logo for each company in this new partnership is a custom typeface with a “magic O.”

When looking at the negative space in the O, many have said they see an outline of a person — an intentional nod to keeping clients at the center of everything we do. 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. 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.

This magic O also gives more diversity in the ways the logo can be used. One example is the golf ball incorporated – or at least implied – in the new Rocket Mortgage Classic logo.

Lippincott provided text

Images (opinion after)
New Logo and Identity for Rocket Mortgage by Lippincott
New Logo and Identity for Rocket Mortgage by Lippincott
Family of brands.
New Logo and Identity for Rocket Mortgage by Lippincott
Business cards.
New Logo and Identity for Rocket Mortgage by Lippincott
New Logo and Identity for Rocket Mortgage by Lippincott
New Logo and Identity for Rocket Mortgage by Lippincott
Online presence..

I have always been confused by both “Quicken Loans” and “Rocket Mortgage by Quicken Loans” because I have never thought of Quicken as a place where I can a mortgage. My main interaction with Quicken is as a piece of software to track money and expenses. But that’s my burden. The old logo was… rocket-y. Other than the flames, I kind of liked that old rocket. The typography was clumsy but passable. The new logo is not rocket-y and given that both the main logo and the logos for the other separate-but-together companies focus on the word “Rocket” it’s fairly disappointing that there is not even a hint of what makes rockets rocket. I am all for avoiding the obvious but of all the approaches possible this is the antithesis of the name. The “O” being made from the turned “C” is not a bad idea but it’s very awkward in this particular case as there is no pay-off from the name. The concept that it’s a person? Eh. The concept that it’s a keyhole? Eh. The concept that it’s a door? Eh. I mean, nothing wrong with any of them… the logo just feels flat and lacking any personality or even energy, which the old logo had. The few applications shown don’t help the logo unfortunately, as everything feels heavy in all that red and the overly financial-looking sans serif. Overall, this needed more rocket, less mortgage.

Thanks to Hunter Marroquín Lai for the tip.

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