Scott Staples, Chief Executive Officer
We have achieved something special – the bringing together of two large, successful, public background screening companies. The integration of First Advantage and Sterling marks the beginning of an exciting new journey. It also provides the perfect opportunity to create a fresh visual identity that reflects the new First Advantage and to proudly showcase what this new company stands for. It’s important we share the story of how we got to where we are now, so you feel excited and confident moving forward on this journey with us.
Why a New Logo?
Combining the best of First Advantage and Sterling marks a pivotal moment as we step into the future of background screening and identity verification. We are evolving by increasing investments in technology and automation, doubling down on our dedication to vertical expertise, and leading with exceptional customer service, so it only makes sense for our visual identity to reflect this next chapter. It’s not just a new look, but an expression of how we continue to evolve, improve, and lead.
What’s the Meaning Behind the New Logo?
Our new logo is multi-faceted, reflecting the many working pieces that make FA an industry leader.
The Power of Connection. The overarching theme of our new visual brand is connection, as seen by the two connected triangles. We are connecting many things with this visual identity:
- We are bringing together the best of two leaders in the screening industry: First Advantage + Sterling
- We are bringing together people + technology. The green dot over the “i” in “First” represents the human component to what we do. The green-shadowed “ai” in “Advantage” signifies the technology transformation we are on and signals our leadership in responsible AI adoption in our industry.
- Quality + Speed: The two-toned, interlocking triangle mark is symbolic of Quality coming together with Speed in the form of a racetrack. In the screening industry, quality and speed are essential and what set us apart.
- United in Green. The choice of green as our new primary brand color was a strategic decision. Green is often used to represent new beginnings, growth, stability, and renewal. For us, it represents a fresh, modern approach. This choice allows us to show up for our customers and stakeholders as one new team, united in green.
- Strength in the Name. Our racetrack design resembles an abstract “FA” for First Advantage, maintaining brand recognition and strength with our audiences.
What Does the Rebrand Mean for You?
While our visual identity has evolved, our commitment to our customers, their applicants, our integration partners, investors, employees, and vendors remains the same. Our goal is to lead with exceptional services and support, and we are now even better positioned to continue providing this.
Click here for more details on the acquisition and what it may mean for you.
