Morningstar, Abridged
Identity (2012)


The Morningstar word mark, designed by Paul Rand (1914–1996), serves as a strong, formal sign-off for the investment research company. On screen, however, it doesn't perform very well when forced into the square proportions of a profile image, app icon, etc. In fact, it is practically illegible at smaller sizes:

some_text


With so much brand equity embedded in Rand's logo, the company sought to develop an abridged mark for primarily on-screen display. It was important to preserve the integrity of the original word mark and not modify it in any way to fit into a square. The new abridged companion mark, below, completes the circle from the word mark, and the light gradient subtly suggests the horizon at the baseline:

some_text


The new mark's application extends beyond profile images. It is also used for app icons, splash screens, and favicons :

some_text


On rare occasions, the abridged mark is applied to print pieces. Here, the O appears in Morningstar publications as an end-article marker:

some_text


In order to forge a connection between the original word mark and the new O in clients' minds, a series of print ads were developed where both marks appear in tandem. The ads, below, feature the O superimposed over seascapes, which are convenient metaphors for the relative calm or volatility of markets.

some_text