Meet the Refreshed Unlock Brand: New Look, Same Us 

Earlier this month, we rolled out a new look and feel for Unlock.  

We made the decision to refresh our brand for a number of reasons, but two rose to the top. First, we needed a logo that would be more adaptable in the digital age—did you know that more than 80% of our homeowners start their journey with Unlock on mobile? And second, and most importantly, it was a chance to recenter our messaging on what’s always been our focus: Our homeowners. 

The value of a home equity agreement (HEA) isn’t in the product features on their own. The value is in what those product features enable our homeowners to accomplish, giving them flexibility and a means to plan the future they envision. So that’s what our brand is all about.  

The new look

We did extensive research and surveys with our homeowners, incorporating their feedback throughout the process, to make sure our new visual identity and how we talk about what we do represented them. That research led us to three attributes that are the pillars of our new brand:  

We lead with optimism, because the future you’re building is within reach. We’re anchored in flexibility, because every homeowner’s path is unique. And we’re committed to transparency, because financial confidence comes with clarity.  

Owning a home, especially now, is an incredible accomplishment and we believe home equity can be a foundation for possibility. That’s why the home is at the center of our new logo. It may take you a minute to see it, but once you do, it sticks.  

Remaining committed to homeowners

Our homeowners will still find familiarity in our brand: We kept our signature dark blue and yellow, while adding a pop of bright blue. And we didn’t touch our core mission, vision, or values, because our commitment to our homeowners isn’t changing. Our mission to unlock the power of home equity to enrich people’s lives has been there from day one, and will continue to guide our business.

Thank you to the entire team – and to our homeowners – who helped capture the core of what we do, and why we do it, in the new Unlock brand.