Design has helped differentiate Morningstar in a crowded financial services space since its founding. Conventions and truths about what makes something look and feel “Morningstar” were passed down informally through designers. But as the business grew in size, so did its complexity. How should one go about governing design across a global organization?

Morningstar evokes different emotions depending on the investor. It might be friendly and reassuring to someone anxious about their retirement. Or, it might represent reliability and candor to fund managers navigating volatile markets. Whoever the investor, design plays a critical role in making sense of the complex financial world. To do so, it must be a force for clarity, one guided by the principles of utility, precision, beauty, and ultimately, humanity.

Each principle carries its own tonal spectrum, from the tactical to the emotional. This idea borrows from voice and tone and broadens its scope beyond content strategy to govern all aspects of design, from visual and content design to product design.

The principles can be thought of as individual sliders that move across the tonal spectrum. Their specific configuration influences how to make use of the vast toolkit of foundational elements, including color, icons, illustrations, photos, type, and copy.

A restrained use of the elements is appropriate for product interfaces, professional audiences, or situations that demand sensitivity. Retail audiences, marketing campaigns, or moments of delight may call for a more expressive interpretation of the elements.