I lead a team at Rocket Mortgage Marketing that was asked to rebrand Amrock Title Insurance Company—a member of the Rocket Family Of Companies (FOC). They came to us asking for help designing a logo for their new company name.
Working with the client in a discovery workshop, we looked at both the competitors in their market and other Rocket FOCs. An exercise was also conducted where we looked at magazines that fit what we thought the brand should match. The keywords that we came up with to help guide our design decisions were: simple, trustworthy, bold, forward-thinking, and approachable.
I led two other designers in the collaboration of the design process. We generated as many options as we could.
Early in the process, I came up with the idea of using a shield to represent the newly named company. The shield represents strength without being aggressive. Each of the options fits the keywords that we agreed upon.