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. 

Brand Architecture

Brand Architecture Levels

Brand Architecture Context Framework

Brand Architecture

Naming