Our long-term strategy is to use the new family brands to expand the world of Morningstar and shape how clients see us.
In a house of brands structure, brands are independent and build their own brand equity instead of the master brand or company.
A branded house structure builds up a single brand; every family brand and product strengthens the master brand’s reputation.
You want to | Context | What you’ll show |
|---|---|---|
| Showcase Morningstar’s broad capabilities on a landing page | Master brand | Logotype |
| Highlight the suite of products offered by a family brand within a sales deck | Family brand | Lockup |
| Promote a product in an ad | Product | Product name and endorsing lockup (or logotype*) |
| Welcome visitors to an event where several family brand moments are present | Master brand | Logotype |
| Create an event kiosk highlighting multiple products from a single family brand | Family brand | Lockup |
| Explain a product’s new features on a fact sheet | Product | Product name and endorsing lockup (or logotype*) |
| Offer a product-focused e-book in a social post | Product | Product name and endorsing lockup (or logotype*) |
*Product (with or without reference to features) are always visually and/or verbally endorsed by a family brand, and in rare instances, by the master brand.
