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Innovative Design
When he founded Morningstar, Joe Mansueto recognized that investors don’t just need financial information—they need it in a form they can understand and use. Effective design is a core strength of our products. Considering everything from how we present information online and in our publications, to how people interact with our software, we work to create experiences that enlighten investors by using thoughtful, precise, and logical information design.

The origin of our logo
After five years of successful growth, Joe felt it was time to rethink how we visually communicated our brand. He decided the logo was the first place to start. He’d read Paul Rand’s A Designer’s Art and admired the impactful logos Rand created for IBM, UPS, ABC, and other established companies. In 1991, Joe contacted the 75-year-old designer, who finally agreed to do the job for $50,000, with half paid up front.

Four months later, Rand sent back his sketches along with a final design that played on the source of the company’s name—the last line in Thoreau’s Walden, “The sun is but a morning star.” To this day, Joe considers the logo the cornerstone of our corporate identity and one of the best investments he made in the company.

View Rand’s early sketches of our logo  

Our design legacy
Good design continues to be a focus at Morningstar, and we use it to communicate complex information in a variety of investor-friendly forms. We employ dozens of designers around the world who work to make our products easier to use.

Our brand presence is strong and visible in everything from our corporate website to our worldwide offices, which feature the same distinctive furniture, fabrics, and colors—whether they are in Chicago or Sydney.

See some of our offices 
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