MSC Cruises

Official Websites

• https://www.msccruises.com
• https://www.msccruises.com/select-your-country
• https://www.msccruises.com/manage-booking/msc-voyagers-club
• http://www.msc-kreuzfahrten.de
• https://www.mscpressarea.com
• https://www.msccruisesusa.com
• https://www.msccruises.de
• http://www.msccroisieres.ch
• https://www.msccruceros.es
• http://www.msccruises.jp
• https://crucerosmsc-arg.com
• http://www.msccrociere.it
• http://www.msccruisesasia.com
• http://www.msccrociere.com
• http://www.msccruises.ch
• http://www.mscgva.ch/mscruises/index.htm
• http://www.msc.com.au/cruises

Brand Guidelines

2022

Brand Summary

Mission

• To provide personal fulfillment and enrichment for our people, sharing knowledge, delivering training, and supporting professional growth, while ensuring fair opportunities, embracing diversity, and valuing all cultures [^1].

Core Values

• Family company
• Continuous care for evolution
• People
• Passion
• Tradition
• Expertise
• Professionalism
• Ambition
• Ethics
• Respect
• Team spirit
• Satisfaction and loyalty
• Equal opportunities

Target Audience

• Travelers seeking authentic discovery and enrichment, who value unique experiences, cultural exploration, and a welcoming, global community aboard cruise ships [^2].

Personality Traits

• Modern
• Confident
• Inviting
• Laid back
• Open-minded
• Sophisticated

Visual Identity Overview

• The visual identity centers on a nautical theme with a navy blue compass rose and wordmark logo, a consistent color palette (oxford blue), classic and modern typefaces, bright and human imagery, and clear guidelines for logo usage, proportions, and space. The style is clean, professional, and emphasizes luxury, maritime adventure, and authenticity [^3].

Categories

Brand Voice

• At MSC Cruises, we believe true discovery lies off the beaten path. Just when you think you’ve seen it all, there’s something new to discover if you go beyond the ordinary. And that’s what we do, with itineraries mapped to reveal the true sights, sounds, and flavors of the world’s most fascinating cultures. You won’t just go to a place; you’ll gain a deeper understanding, experiencing the world from a higher perspective, from a different viewpoint. Explore the world anew aboard our beautiful ships, with staff who have traveled the far corners of the world ready to help you uncover the secrets of each destination. Our excursions, onboard activities, and unique experiences are designed to enrich and delight so that together with travelers from across the globe, you can discover the treasures of the world.
• The engagement of the founding family inspires us with dedication and trust, increasing our sense of belonging. Sharing the family’s entrepreneurial spirit leads us to act proactively, courageously, and responsibly in our Guests and our company’s best interest.
• We are passionate about what we do. We challenge ourselves to achieve excellence and are tenacious in overcoming obstacles. Working together with passion and enthusiasm, we provide a unique experience for our guests.
• Our tradition, expertise, professionalism, and ambition drive the company’s fast and sustainable growth. We strive for the most innovative solutions to embrace change, always respecting safety and the environment.
• We believe that each person brings unique value. We develop authentic relationships built on ethics, respect, and team spirit. We genuinely care about the satisfaction and loyalty of our guests and employees.
• Our mission is to provide our people with personal fulfillment and enrichment. We are committed to sharing our knowledge, delivering training, and supporting our people’s professional growth. We ensure fair opportunities to provide long-term career development, embrace diversity, and value all cultures.
• MSC IS… Modern, Confident, Inviting, Laid Back, Open-Minded, Sophisticated
• MSC IS NOT… Flashy, Arrogant, Exclusive, Formal, Opinionated, Pretentious

Brand Imagery

• We like our photography bright and human. Images should feel energetic, authentic and candid.
• We always favor using company produced imagery, but if you must use stock images, the same guidelines should be followed.
• Brightness: We prefer natural daylight, over studio lights or filters.
• Subjects: Should be in clear emphasis within the frame and should be visually engaging, but candid– never staged.

Color Palette

• Our logo has been designed in only one color– blue, and its negative version in white. Notice that the structure of the compass rose is different in the positive and negative versions. When using the blue logo, place it only on a white background. If a full-color print or render cannot be done, the alternate 100% black version must be used.
• Our MSC blue also known as “oxford blue” is one of the most powerful visual assets we have. That’s why it’s important to get it right. From printing to pixels, whatever you’re producing, it needs to adhere to the colour breakdown shown here.
• WEB HEX: #000033 R 0 | G 0 | B 51 HEX: #ffffff R 255 | G 255 | B 255 PRINT C 100 | M 69 | Y 0 | K 69 PMS 282C C 0 | M 0 | Y 0 | K 0 PMS 000C
• The only colour permitted is Pantone 282C in the positive version or white on a coloured background.

Typography

• Georgia Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Georgia Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Use for headlines in ALL CAPS
• Use for body copy in sentence case
• Open Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Open Sans Semi-Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• Open Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
• If ship logos are not available, these can be recreated using the Times New Roman Bold Italic typeface with a kerning of 0.

Logo Usage

• The MSC Cruises logo is composed of the MSC compass rose and a wordmark. The horizontal logo is the primary logo and should be used in all instances. Always use the logo files provided. Do not re-create.
• We always want our logo to be legible. ake sure you follow the minimum size guidelines. • For print, the minimum widtht is 15 inches. • For web, the minimum height 75 pixels.
• The relative proportions of the compass rose and text (MSC Cruises) parts of the logo are fixed.Their relative proportions cannot be changed in any circumstances.
• Whenever using the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. To work out the clearspace take the height of the “C” in CRUISES from the logo text and measure twice from the main base of the text.
• Our logo has been designed in only one color– blue, and its negative version in white. Notice that the structure of the compass rose is different in the positive and negative versions. When using the blue logo, place it only on a white background. If a full-color print or render cannot be done, the alternate 100% black version must be used.
• DON’T: 1) Invert the colors of the negative logo to use it as positive, or vice versa 2) Superimpose the logos on images 3) Change the compass rose position 4) Rotate the logo 5) Rotate the compass rose 6) Squeeze the logo 7) Change the color of any element 8) Change the alignment between the compass rose and the text

Tone And Messaging

• At MSC Cruises, we believe true discovery lies off the beaten path. Just when you think you’ve seen it all, there’s something new to discover if you go beyond the ordinary. And that’s what we do, with itineraries mapped to reveal the true sights, sounds, and flavors of the world’s most fascinating cultures. You won’t just go to a place; you’ll gain a deeper understanding, experiencing the world from a higher perspective, from a different viewpoint. Explore the world anew aboard our beautiful ships, with staff who have traveled the far corners of the world ready to help you uncover the secrets of each destination. Our excursions, onboard activities, and unique experiences are designed to enrich and delight so that together with travelers from across the globe, you can discover the treasures of the world.
• The engagement of the founding family inspires us with dedication and trust, increasing our sense of belonging. Sharing the family’s entrepreneurial spirit leads us to act proactively, courageously, and responsibly in our Guests and our company’s best interest.
• We are passionate about what we do. We challenge ourselves to achieve excellence and are tenacious in overcoming obstacles. Working together with passion and enthusiasm, we provide a unique experience for our guests.
• Our tradition, expertise, professionalism, and ambition drive the company’s fast and sustainable growth. We strive for the most innovative solutions to embrace change, always respecting safety and the environment.
• We believe that each person brings unique value. We develop authentic relationships built on ethics, respect, and team spirit. We genuinely care about the satisfaction and loyalty of our guests and employees.
• Our mission is to provide our people with personal fulfillment and enrichment. We are committed to sharing our knowledge, delivering training, and supporting our people’s professional growth. We ensure fair opportunities to provide long-term career development, embrace diversity, and value all cultures.
• MSC IS… Modern, Confident, Inviting, Laid Back, Open-Minded, Sophisticated
• MSC IS NOT… Flashy, Arrogant, Exclusive, Formal, Opinionated, Pretentious

Brand Values

• At MSC Cruises, we believe true discovery lies off the beaten path. Just when you think you’ve seen it all, there’s something new to discover if you go beyond the ordinary. And that’s what we do, with itineraries mapped to reveal the true sights, sounds, and flavors of the world’s most fascinating cultures. You won’t just go to a place; you’ll gain a deeper understanding, experiencing the world from a higher perspective, from a different viewpoint. Explore the world anew aboard our beautiful ships, with staff who have traveled the far corners of the world ready to help you uncover the secrets of each destination. Our excursions, onboard activities, and unique experiences are designed to enrich and delight so that together with travelers from across the globe, you can discover the treasures of the world.
• The engagement of the founding family inspires us with dedication and trust, increasing our sense of belonging. Sharing the family’s entrepreneurial spirit leads us to act proactively, courageously, and responsibly in our Guests and our company’s best interest.
• We are passionate about what we do. We challenge ourselves to achieve excellence and are tenacious in overcoming obstacles. Working together with passion and enthusiasm, we provide a unique experience for our guests.
• Our tradition, expertise, professionalism, and ambition drive the company’s fast and sustainable growth. We strive for the most innovative solutions to embrace change, always respecting safety and the environment.
• We believe that each person brings unique value. We develop authentic relationships built on ethics, respect, and team spirit. We genuinely care about the satisfaction and loyalty of our guests and employees.
• Our mission is to provide our people with personal fulfillment and enrichment. We are committed to sharing our knowledge, delivering training, and supporting our people’s professional growth. We ensure fair opportunities to provide long-term career development, embrace diversity, and value all cultures.

Visual Style

• The MSC Cruises logo is composed of the MSC compass rose and a wordmark. The horizontal logo is the primary logo and should be used in all instances. Always use the logo files provided. Do not re-create.
• We always want our logo to be legible. ake sure you follow the minimum size guidelines. • For print, the minimum widtht is 15 inches. • For web, the minimum height 75 pixels.
• The relative proportions of the compass rose and text (MSC Cruises) parts of the logo are fixed.Their relative proportions cannot be changed in any circumstances.
• Whenever using the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. To work out the clearspace take the height of the “C” in CRUISES from the logo text and measure twice from the main base of the text.

Additional Properties