Product Names
Product names are used in three situations within our brand architecture, with the brand providing the endorsement always visible:
When a product is the central focus of a touchpoint, as in a presentation, in an advertisement, on a fact sheet, on a product-focused webpage, or on a demo kiosk at an event. One or more features of a product may be part of the composition, but the product should remain the focus.
Within a product, as in a page shell or when navigating to a tool within a platform. For current guidance on designing page shells, including appropriate use of the logomark in this situation only, see Product System.
When one or more products are used to illustrate the capabilities of a family brand or the master brand, as on a family brand webpage or on a banner at an event.
Product names are never used to refer to business entities within Morningstar, for example, as the contracting entity in an agreement or as the primary indicator in an email signature or on a business card. They can, however, be included on a title line for specificity.
Relative Prominence
When a product is the central focus of a touchpoint as well as when it’s within the product experience, the product name should be prominent in the visual cues, like a masthead, eyebrow, headline, or page shell, to fulfill its role in the decision making of the reader. The endorsing brand should always be visible to ensure that the relationship is clear.
When using one or more features to illustrate the use cases and benefits of a product, the feature names should be subordinate to the product name. The endorsing brand of the product should always be visible to ensure that the relationship is clear. Features should never be the central focus of a touchpoint.
When using one or more products to illustrate the capabilities of a family brand or the master brand, the product name should be smaller relative to the lockup or logotype.
Trademark and Service Mark Symbols
In most cases, product names are not registered word marks. In some instances, we have registered the names of certain products and services in the United States and other jurisdictions as trademarks. For a current list, see Registered Trademarks.
Partners, licensees, media, and other third parties are required to use appropriate marks following the word marks of registered products, as well as following the endorsing logotype or lockup. For specific guidance, see Trademarks.
