Brand Architecture
Our brand architecture provides a visual and verbal structure to help audiences understand the stories we’re telling.
In every touchpoint, from ads to event collateral to landing pages to in-product experiences, it should be easy to understand where to focus and to which part of Morningstar it corresponds; this is based on the context we establish as to what’s most important.
For example, when talking about a product with a few key features, the family brand refers to the part of Morningstar that has the capability, and the product and feature names refer to what the client buys. This makes our communications clearer and more efficient, and it means we can help clients understand the relationships within our brand portfolio and to have more positive perceptions of Morningstar.
Context-Led Application
When designing communications or marketing/selling materials, we make decisions about how to apply our brand architecture based on context. We lead with either the master brand, a family brand, or a product; we never lead with a feature.
Leading with the master brand
When we’re showcasing Morningstar itself, Morningstar’s values, Morningstar audiences, and/or Morningstar’s comprehensive set of solutions and capabilities, we lead with our master brand, using the logotype; in copy, we reference the Morningstar name in text.
When we’re showcasing more than one of the family brands, the above guidance applies. However, we should create clear separation between the family brands to enable the audience to focus on them independently, establishing clarity of role and contribution.
Leading with a family brand
When we’re showcasing an individual family brand, its solutions and capabilities, and/or products that fall under it, we lead with the family brand using the lockup; in copy, we reference the family brand name in text.
Leading with a product
When we’re showcasing an individual product, including when we highlight features, use cases, or benefits, we lead with the product name in text because products are not brands and do not have logos. The family brand plays a visible but secondary role using the lockup; in copy, we reference the family brand name in text. In exceptions approved by the Brand team, the master brand may be in the visible, secondary role, using the logotype with copy referencing the Morningstar name in text.
When we’re showcasing multiple products from the same family brand, the above guidance applies. However, we should create clear separation between the products to enable the audience to focus on them independently, establishing clarity of role and contribution.
You want to | Lead with | What you'll show |
|---|---|---|
Showcase Morningstar’s broad capabilities on a landing page | Master brand | Logotype (master brand) |
Highlight the suite of products offered by a family brand within a sales deck | Family brand | Lockup (family brand) |
Promote a product in an ad | Product | Product name with lockup of family brand (or logotype*) |
Welcome visitors to an event where several family brands are participating | Master brand | Logotype |
Create an event kiosk highlighting multiple products from a single family brand | Family brand | Lockup |
Explain a product’s new features on a fact sheet | Product | Product name with lockup of family brand (or logotype*) |
Offer a product-focused e-book in a social post | Product | Product name with lockup of family brand (or logotype*) |
*Products (with or without reference to features) are always visually and/or verbally endorsed by a family brand, and in rare instances, by the master brand.
For more guidance on application in Morningstar touchpoints, please see our Brand Architecture Context Framework (.pdf). For guidance in applying our brand architecture in third-party environments, see Third-Party Branding.
