Name Critic rates Morningstar

Our Rating
Background:Anyone who has anything to do with mutual funds knows that the eminent name in tracking them is Morningstar. In fact the name has become so strong, people use it as brand handle and do not stop to analyze where the name came from, or what it has to do with funds.When Joseph Mansueto started the group, he hired mostly liberal arts majors and named the company after the last line in Thoreau’s Walden: “The sun is but a morning star”. So the simple joining of two common words makes for a unique name. This is a naming style that we will continue to see for a long time, as there are limitless adjective/noun combinations for those who want a unique name from common words.

As for the logo, at first we were not so sure. Of coure we were stupid and looking for the morning or the star.. and not the rising sun!

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