About
Morningstar was founded with a clear mission: to empower investor success. We deliver our mission by serving as a force for transparency, providing fiercely independent insights, and emphasizing the importance of a long-term mindset.
As the financial landscape evolved, we saw that empowering investors increasingly meant supporting the professionals and institutions shaping their decisions. This led us to expand our capabilities from mutual funds ratings and research to private market and sustainability data, portfolio analytics, and a host of others.
Our brand strategy has been constructed to powerfully support this growth by enhancing our relevance with a broader set of audiences while remaining true to our mission.
Our Approach
Sustaining our brand’s momentum is everyone’s responsibility. And for the Brand team, it also means a comprehensive approach to brand management. This includes everything from design and positioning to the logic behind our brand architecture, product naming conventions, and the way we shape and present our offerings.
Looking ahead, we’re excited to introduce new strategies that will activate the power of our brand across thousands of touchpoints across the financial ecosystem.
Connect
If you need support deploying our brand and championing transparency, independence, and long-term thinking across our products, experiences, and marketing, please email the Brand team.
