Product Names

To build the strongest, most effective relationships with clients, our products—which may include platforms, services, research reports, and other offerings—are always endorsed by a family brand or by the master brand in cases approved by the Brand team. However, products are not brands themselves and don’t have logos or lockups.  

A product name is always text-based. Text is written in title case with the weight and color we use for copy, using standard typesetting controls. 

In line with our naming strategy, most product names don’t use “Morningstar” as a prefix in their name. Product name guidelines also apply to feature names, keeping in mind that features should always play supporting roles to products. Features also do not have logos.