ServiceLink, a provider of transaction services for the mortgage and finance industries, recently announced its new branding that is more in line with its parent company, Fidelity National Financial (FNF). This comes after FNF’s announcement last month of its distribution of equity interest in Black Knight. This restructuring caused ServiceLink to not be a Black Knight company, but still a member of the FNF family.
The change isn’t expected to change day-to-day operations other than the logo design, color palette, and removal of references to Black Knight.
“This new logo ties us more closely with the overall FNF brand while maintaining the recognizable visual elements of our prior logo. Also, our predominantly blue color palette further aligns us with our parent company while still providing us our own company identity,” said Chris Azur, CEO of ServiceLink. “This look allows us to continue to communicate our leading position in the industry – particularly in the areas of technology, innovation, and service.”
LoanCare, a subsidiary of ServiceLink, is also part of the logo design, but will continue to remain “LoanCare, a ServiceLink company.”
“ServiceLink and LoanCare customers and clients will see no change in their relationship with our organization,” Azur said. “They will continue to receive the same level of customer service that they have come to know and expect.”