Our products, features, and supporting elements are not standalone brands; they have descriptive names that promote discovery, purchase, usage, and ease of navigation across our offerings. Similarly, names we use internally should also be descriptive to encourage engagement and help employees navigate programs, benefits, and internal groups

By leading with the Morningstar name, we extend its brand equity to new and existing offerings—boosting relevance and creating potential competitive advantage. Each time we introduce innovative, reliable solutions under our master brand or family brands, we reinforce our image and the positive attributes people associate with Morningstar. Using a master brand strategy also allows us to be highly efficient with our resources. 

Within our brand portfolio, use of the Morningstar logotype and name is reserved for family brands and select products and elements endorsed by the master brand. In most cases, Morningstar should not be included in product or other names. For more detail, please refer to Naming Exceptions (.pdf). 

Naming

Name Style & Construction

Naming Exceptions

Strategic Foundation Worksheet

Naming Approval Request

Naming

Naming