ServiceLink, a provider of transaction services to the mortgage and finance industries, has untethered its brand from the Black Knight brand but will continue to be owned by parent company Fidelity National Financial (FNF).
The untethering of the brands follows the distribution of FNF’s equity interest in Black Knight. Due to this restructuring, ServiceLink is no longer a Black Knight company, but remains a member of the FNF family of companies.
For customers, the only real change is that the Black Knight logo will no longer appear on ServiceLink’s website and marketing materials.
In addition, ServiceLink has redesigned its logo.
In a release, ServiceLink says its new branding aligns more closely with its parent company.
“This new logo ties us more closely with the overall FNF brand while maintaining the recognizable visual elements of our prior logo,” says Chris Azur, CEO of ServiceLink. “Also, our predominantly blue color palette further aligns us with our parent company while still providing us our own company identity.”
Additionally, LoanCare, a subsidiary of ServiceLink, is part of the logo redesign and 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 says. “They will continue to receive the same level of customer service that they have come to know and expect.”
In related news, Black Knight recently shortened its name from Black Knight Financial Services.