Third-Party Branding

Co-marketing is a defined relationship between Morningstar and another organization to jointly promote a product- or service-based relationship, like an integration, or a sponsorship. Clear, consistent representation of that relationship shows audiences how Morningstar is involved and protects the integrity of our brand.

Through a co-marketing agreement, Morningstar and another organization decide how to position their relationship and which promotional materials and activities each will develop and put in market. These may include:

Podcasts
Conferences
Webinars or panels
Videos

White papers
Brochures
Websites
Marketing emails

Both organizations will agree on the elements, such as quotes, to use jointly in co-marketing materials. However, each organization will use its own design language to create the co-marketing materials they distribute through their channels. Never create a joint logo lockup; keeping our logo distinct helps with recognition and asserts its value.

Co-marketing in sponsorship scenarios depends on the nature of the relationship. When Morningstar is the sponsor, such as an investing podcast, the other organization typically provides guidelines for all sponsors to follow; review those guidelines for any potential conflicts with Morningstar’s branding guidelines. When a Morningstar event or promotional activity is being sponsored, such as the Morningstar Investment Conference, follow the Morningstar Referencing Third Parties guidelines.

Relationship-based forms of attribution, like licensing or redistribution, can be co-marketed. For attribution use cases and guidelines, see Attribution.

Co-branding is when Morningstar and another organization jointly create a product or service to be sold. It’s rarely done, and we don’t co-brand to be promotional. For additional guidance, see Co-Branding.

When featuring the Morningstar logo on another organization’s channels:

Use the Morningstar logotype and follow its foundational visual guidelines.
When the logos of the other organization and Morningstar are present, they should be of equal optical size and weighting. In sponsorship situations, the logo can be sized according to sponsorship tier, if applicable.
Include the appropriate trademark symbol. For more, see Trademarks.
If referencing a regulated entity within Morningstar, like Morningstar DBRS, credit the entity directly.

Aside from the logotype, never provide the other organization with Morningstar assets or intellectual property—including Signature Assets, the Morningstar Intrinsic font, or Morningstar Red—to use in their co-marketing materials.

When mentioning Morningstar in text, as in press releases, website copy, or emails:

In most cases, credit “Morningstar, Inc.” in text. References must be clear, legible, and highly visible.
If the relationship is with a regulated entity within Morningstar, reference the entity and note in text that it’s part of Morningstar, Inc.
Unless the co-marketing agreement specifically names Morningstar as a partner to another organization and is approved by Legal, never use “partner” or “partnership” to describe the relationship.

Example of Morningstar visual placed to the right of co-marketing organization. — The Morningstar visual is typically placed to the right of the other co-marketing organization.

Example of Morningstar visual placed beneath the co-marketing organization. — In vertical alignment, the visual is typically placed beneath the other co-marketing organization.

Set text in Intrinsic Regular, sentence case between Neutral 50 and 100, and positioned left-aligned to the logotype with the registered mark or other appropriate mark.

Alternatively, text may be top-aligned to the logotype when there are height restrictions.

Grids are usually preceded with contextual information about the business relationship. Here, locking up the logotype with text is unnecessary.

When featuring the Morningstar logo on Morningstar-owned properties:

Use the Morningstar logotype and follow its foundational visual guidelines.
When the logos of the other organization and Morningstar are present, they should be of equal optical size and weighting.
Use Morningstar’s design language and intellectual property in our designs.
Trademark symbols are not required on Morningstar-owned properties. For more, see Trademarks.
If referencing a regulated entity within Morningstar, like Morningstar DBRS, credit the entity directly.

When mentioning Morningstar in text, as in press releases, website copy, or emails:

In most cases, credit “Morningstar Inc.” in text. References must be clear, legible, and highly visible.
If the relationship is with a regulated entity within Morningstar, reference the entity and note in text that it’s part of Morningstar Inc.
Unless the co-marketing agreement specifically names Morningstar as a “partner” to the other organization and is approved by Legal, never use “partner” or “partnership” to describe the relationship.

Example of other organization's visual placed to the right of Morningstar logotype. — The other organization’s co-marketing visual is typically placed to the right of the Morningstar logotype. The other logo should explain the nature of the relationship in text, with text styling left up to the organization.

Example of other organization's visual placed beneath Morningstar logotype. — In vertical alignment, the visual is typically placed beneath the Morningstar logotype.

Example of Morningstar visual with correct clear space. — Do adhere to proper clear space guidelines.

Example of co-marketing visual with Morningstar product included. — **Don’t** show the product unless specified in the co-marketing contract.

Example of Morningstar visual including partner language. — **Don’t** refer to Morningstar as a partner unless an agreement specifies it.

Example of Morningstar visual placed inside pill outline. — **Don’t** add graphic elements or change the visual attribution in any way.

Don’t create a lockup implying a single entity.

Don’t add symbols between the Morningstar logo and another organization’s logo.

Always consider whether the Morningstar logo appears on Morningstar-owned properties or another organization’s, and order them appropriately.

Morningstar requires copyright or disclosure language any time our assets are used by other organizations in print or digital applications. An agreement should specify the required copyright or disclosure language.

Sample: © [Insert year] Morningstar, Inc. All rights reserved. The information contained herein: (1) is proprietary to Morningstar and/or its content providers; (2) may not be copied or distributed; and (3) is not warranted to be accurate, complete, or timely. Neither Morningstar nor its content providers are responsible for any damages or losses arising from any use of this information.

Any non-standard use of our brand assets in co-marketing must be reviewed and approved by the Brand Team and Legal before it is publicly displayed.