Morningstar Design

We use both square (1080x1080px) and rectangular (1080x608px) ad placements. The square is the most commonly used ad size and tends to outperform the rectangle. We apply a 60px margin on all sides to both ad sizes.

Grid dimensions for square LinkedIn ad — Square LinkedIn ads are most commonly used because they tend to perform better.

Grid for rectangular ad types — Rectangular LinkedIn ads are used when the content better fits the horizontal format or when a campaign needs additional variations for testing.

The Morningstar logo is 46px tall in all ad sizes and should appear in one of the three designated areas. The logo is optional—use to emphasize the brand when space allows.

In square ads, the Morningstar logo is right-aligned to the top- or bottom-right margin.

In rectangular ads, the Morningstar logo is right-aligned to the top or bottom-right margin, or in some cases left-aligned to the bottom-left margin.

Organic Social Ads

LinkedIn organic social ads don’t include a CTA because clicking on the card doesn’t take the user to another page.

Social media logomark appears on all Morningstar social media accounts.
Post copy and CTA link is used to add context to the card content or direct users to a call-to-action. Target ≤150 characters and fewer than four emojis.
Eyebrow is optional for identifying products, programs, or research report titles.
Text block is used to grab a user’s attention and support the card imagery.
Image area defines where visuals appear on the card.

Paid Social Ads

LinkedIn paid social cards always include a button because the whole card is clickable.

Social media logomark appears on all Morningstar social media accounts.
Post copy is used to add context to the card. Target ≤150 characters and fewer than four emojis.
Eyebrow is optional for identifying products, programs, or research report titles.
Text block card content grabs a user’s attention and support the card imagery.
Button sets the call to action.
Image area defines where visuals appear on the card.
Native CTA includes space for a final call-to-action, and reiterating the button action. Aim for ≤70 characters to avoid truncation.

Spacing between elements in LinkedIn social ads — Margins and space between elements are set. The text block and image areas are variable.

Card variants can be applied across all card categories and used to test options for optimal performance.

Card Proportions

Proportions for square ad composition — Square ads are 1080x1080px.

Proportions for rectangular ad composition — Rectangular ads are 1080x608px.

Background Color

Ad with color background options available — Color backgrounds can be used on occasion. We often use an outlined CTA button instead of the red, which can vibrate on other colors.

Image Area

Example showing how not to place imagery on a social card. — **Don’t** place imagery outside of the image area when using a transparent background behind the design elements.

Text Styles

The LinkedIn ad templates use a limited set of text sizes and styles based on foundational type pairings. Designers can combine the styles as needed to best support the content.


Text Style	Text Size	Leading
Stat	220	---
Large headline	92	95
Small headline	73	77
Subhead	59	62
Date and time	47	50
Button	37	41
Narrative eyebrow style (title case),  chart titles and text	32	35
Label eyebrow style (all caps)	30	33
Quote attribution, speaker details	28	31
Chart key, disclaimer text	24	26

Effective copy builds on Morningstar’s independent view of the markets. We incorporate attention-grabbing data, questions, or takeaways from our thought leaders.

Our ad copy serves as the connective tissue between value and the offer, whether a free trial, a downloadable piece of content, or an event. It makes clear how this offer is relevant to the specific audience and their goals.

Example showing a card headline under two lines long — Do use headlines that highlight the value of the piece being promoted. What will our target audience take away from consuming it?

Example showing a card heading that is four lines long. — **Don’t** use headlines longer than two lines. Use a subhead or shorten for readability.

LinkedIn features four main copy slots that we can use to explain the value of our content.

Post copy adds context above the card. For longer descriptions, prioritize important information in the first 150 characters before the “Read more” cut-off and extend copy to up to 600 characters max. We can break up longer copy with emoji bullet points for visual interest.
Card copy complements the visual and is most likely the first content the user will see. Keep copy concise for readability, relying on the other sections to tell the full story. We spark curiosity by teasing the content of the report without revealing all takeaways.
Native CTAs appear under card content as a final safety net for conversion. Begin with an open-ended question or a frictionless action verb—calls to action like “learn how” can feel burdensome and create mental load. Authors also use the report title when relevant.

Headline example: When a financial advisor switches firms, ~40% of client assets follow. — Do tease findings from the report or guide that the reader might not expect.

Headline example: Beware of these common mistakes that could get you fired by a client. — **Don’t** stoke engagement through fear.

Card templates fall into eight categories. A limited set of options builds consistency, allows content to be displayed in a variety of ways, accelerates design and copywriting, and offers a range of formats to test.

Card categories can exist in light and dark, organic and paid, and often in square or rectangular sizes.