Quicken Loans launched Rocket Mortgage in November 2015, invested billions since then building the Rocket brand name, unseated Wells Fargo just last year as America’s top shopping mortgage lender, redid the Rocket brand name this present year, and rolled up all customer finance divisions associated with business into Rocket-named brands.
So it is not surprising the $185 million remodeling of Cleveland Cavaliers arena—known as Quicken Loans Arena until now—will launch with Rocket branding.
The newest name is Rocket Mortgage Fieldhome, and also this might easily bring Quicken Loan’s branding journey back to where it started.
Fast history on the Quicken Loans brand name:
Dan Gilbert founded the business as Rock Financial in 1985, offered to Intuit in 1999, and adopted Intuit’s Quicken branding to be Quicken Loans. In 2002, Gilbert purchased the business right back from Intuit but has held licensing the Quicken Loans brand name from Intuit every one of these years.
Meanwhile they spend about 50 % a billion each year to fuel the Rocket brand, and now we’ve got this week’s Rocket move that is branding the Cavs arena, which Gilbert also has.
It appears like an extremely rational development toward Rocket changing Quicken Loans—maybe earlier than we think.
Once they launched Rocket’s new branding January 31, 2019, they refined the Rocket logo to a contemporary, clean appearance that may connect with all finance and real-estate solutions, including Rocket Mortgage for mortgage loans, Rocket Homes for home buying/selling solutions, Rocket Loans for unsecured loans, and Rocket HQ for credit history and monetary advice.
The rocket ship within the logo ended up being replaced in what Quicken Loans CEO Jay Farner called “the miracle O, ” which will be a red O that is open-bottomed in term ‘Rocket’ that allows them become inventive with brand promos by putting topical things within the O.