Will Quicken Loans simply rebrand to Rocket Mortgage currently?
Quicken Loans launched Rocket Mortgage in November 2015, invested billions since that time building the Rocket brand name, unseated Wells Fargo year that is last America’s top shopping mortgage lender, redid the Rocket brand in 2010, and rolled up all consumer finance divisions associated with the business into Rocket-named brands.
The $185 million remodeling of Cleveland Cavaliers arena—known as Quicken Loans Arena until now—will launch with Rocket branding so it’s no surprise.
This new name is Rocket Mortgage Fieldhome, and also this might easily bring Quicken Loan’s branding journey full circle.
Fast history from the Quicken Loans brand name:
Dan Gilbert founded the ongoing business as Rock Financial in 1985, sold to Intuit in 1999, and adopted Intuit’s Quicken branding in order to become Quicken Loans. In 2002, Gilbert bought the business right back from Intuit but has held licensing the Quicken Loans brand name from Intuit all of these years.
Meanwhile they spend about 50 % a billion each year to fuel the Rocket brand name, and now we’ve got this week’s Rocket move that is branding the Cavs arena, which Gilbert also has.
It seems like a really progression that is logical Rocket replacing Quicken Loans—maybe earlier than we think.
They refined the Rocket logo to a modern, clean look that can apply to all finance and real estate services, including Rocket Mortgage for home loans, Rocket Homes for home buying/selling services, Rocket Loans for personal loans, and Rocket HQ for credit report and financial advice when they launched Rocket’s new branding January 31, 2019.
The rocket ship into the logo design ended up being changed with what Quicken Loans CEO Jay Farner called “the miracle O, ” which will be a red open-bottomed O when you look at the term ‘Rocket’ that permits them to be imaginative with brand promos by putting topical things in the O.