MSC

📋 1 Guidelines

🔗 Connections

Sector

Tourism Cruise

Region

Italy

Guideline Year

2018

Language

English

Tags

Transport

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • To offer a world of luxurious emotions, providing unique experiences onboard MSC ships and maximizing the visibility and recognisability of the MSC brand globally [^1].
Core Values
  • Excellence
  • Competence
  • Dedication
  • Respect
Target Audience
  • Guests seeking luxury, discovery, and Mediterranean elegance, with a global offering adaptable to local tastes and preferences [^2].
Personality Traits
  • Passionate
  • Confident
  • Inclusive
  • Visionary
  • Refined
Visual Identity Overview
  • The visual identity centers on a stylized compass rose logo, strict color palette (Pantone 282C), clear space and proportion rules, Mediterranean-inspired imagery, and elegant, modern typography. Brand visuals emphasize blue tones, natural light, and spontaneous, authentic moments [^3].

Categories

Brand Imagery
  • How to choose the right picture: • Images should reveal details that make the viewer feel like being on board the ship or watching the sea.This is to give an idea of MSC hospitality, showing that only on an MSC ship guests can enjoy this kind of experience (Ideally, every picture should show an angle that is unique to MSC). • The textures, the light, the colour and the casting should underline a sense of “Mediterranean elegance”. • Pictures should always have a “Mediterranean summer mood”, sunny with blue skies, avoiding cold or menacing light conditions. • Please give priority to images with people. Passengers and crew should look spontaneous and fresh, allowing the consumer to believe: “it could be me”.
  • Technical treatment: • Colours and hues to avoid: Minimise yellow, avoid using sepia or black and white images. Stick to full colour pictures. All pictures should feature a major percentage of blue, distributed across different elements and flares. Do not add any blue colour treatment over the image in general, to avoid making the image look too cold. • Lighting: For outdoor pictures, please try to use natural light as much as possible. Always treat skin complexions as natural and warm. Avoid photos with “burnt” whites, and deep shadows. • Lens: Do not use pictures taken with fisheye lenses, because pictures of this kind have an extremely distorted perspective.
  • About the framing of pictures: • Photos of people: The framing should be as close as possible to the action, to clearly show the attitude and expression of the protagonist, in order to give the impression that we are part of the picture. • Indoor and Outdoor photos of the ship: The framing should show an angle that is unique to MSC.
  • On MSC everyone is enjoying themselves actively, whether they are relaxed or having fun. That’s how emotions are best transmitted and how empathy is created. Movement plays an important role in creating a sense of spontaneity. And spontaneity is key to transmitting a passionate and a confident character, all about living the moment
  • Authenticity is key to transmitting the refined character of MSC.The human touch is always present, whether it’s a hand entering the scene, a face experiencing the food, or the way the food is presented. These elements transmit the passion and dedication that lead to excellence. Food is simple and ready to enjoy, prepared with fresh ingredients but still refined enough to give guests a new gastronomic experience. Recipes and preparation come from our Mediterranean roots.
  • Light is always evocative and helps to transmit optimism, key to MSC’s visionary character. It should also build on the ambition to go further, showing places that are hard to reach or that are really special. For this reason, the angle from which pictures are taken should be unusual. Places should also look refined, but not exclusive. People should be included in the pictures enjoying the moment, whenever possible. The sea should be present as much as possible, to reinforce the MSC value of competence.
  • The ship should be portrayed as a clean, new place.Try to find unusual details or angles for every picture. Always try to include people enjoying the service or the environment. Images of the ship exterior should use perspectives that make it look ambitious and visionary, heading towards the future with optimism.Whenever a landscape is close, the ship should look integrated with the place, avoiding crowded ports.The crew should always be in action, showing passion and expertise.
Color Palette
  • The MSC Cruises logo has only one colour. This colour cannot be changed for any reason. PANTONE: 282C (coated paper) or 282U (uncoated paper) LAB: L = 12; A = 1; B = -28 WEB: #000033
  • Pay attention to the difference between the positive and negative versions: the structure of the compass rose is different.
  • The 100% black version must be used only on black and white publications such as newspapers, b&w magazines, faxes.
  • Minimise yellow, avoid using sepia or black and white images. Stick to full colour pictures. All pictures should feature a major percentage of blue, distributed across different elements and flares. Do not add any blue colour treatment over the image in general, to avoid making the image look too cold.
  • ORIGINAL BRAND COLORS O COMPLEMENTARY BRAND COLORS ADDITIONAL HARMONIC COLORS 0 + darker O + light / desaturated O ++ light/ desaturated
  • INSTITUTIONAL PANTONE: 282C LAB: L = 12; A = 1; B = -28 WEB: #000033 RGB: R = 0; G = 0; B = 51 CMYK: C = 86; M = 66; Y = 13; K = 71
  • PROMO PANTONE ORANGE 021C LAB: L = 61; A = 66; B = 85 WEB: #e25100 RGB: R = 255; G = 82; B = 0 CMYK: C = 0; M = 77;Y = 100; K = 0
  • PANTONE METALLIC 8640C LAB: L = 54; A = 7; B = 41 WEB: #9c7c38 RGB: R = 155; G = 124; B = 56 CMYK: C = 32; M = 42; Y = 82; K = 24
  • PANTONE 130C LAB: L = 75; A = 22; B = 83 WEB: #e3a611 RGB: R = 247; G = 168; B = 0 CMYK: C = 1; M = 39; Y = 100; K = 0
  • PANTONE 349C LAB: L = 38; A = -37; B = 20 WEB: #006938 RGB: R = 0; G = 105; B = 57 CMYK: C = 90; M = 32; Y = 92; K = 24
  • PANTONE WARM GRAY 10C LAB: L = 47; A = 4; B = 6 WEB: #766d65 RGB: R = 122; G = 110; B = 102 CMYK: C = 45; M = 44; Y = 47; K = 32
  • PANTONE 485C LAB: L = 50; A = 69; B = 55 WEB: #c22820 RGB: R = 225; G = 37; B = 29 CMYK: C = 2; M = 94; Y = 94; K = 1
  • PANTONE 267C LAB: L = 30; A = 44; B = -55 WEB: #61279e RGB: R = 96; G = 39; B = 158 CMYK: C = 80; M = 90; Y = 0; K = 0
  • PANTONE 661C LAB: L = 24; A = 14; B = -60 WEB: #003595 RGB: R = 0; G = 53; B = 148 CMYK: C = 100; M = 81; Y = 20; K = 4
Typography
  • For corporate materials (i.e. Business card, Letterhead) use MSC GS Bold/Regular/Italic.
  • For Word documents and e-mail signatures, use Verdana Regular.
  • MSC GS Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • MSC GS Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • MSC GS Std Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • Verdana Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • For ATL communication materials, use Georgia Regular / Bold font for headlines and bodycopies.
  • For BTL and PRESS communication materials, use Georgia Regular font and Open Sans Light / Bold font for headlines and bodycopies.
  • Georgia Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • Georgia Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • Open Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • Open Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • For WEB materials, use Open Sans Semibold / Bold
  • For SOCIAL materials, use Open Sans Regular / Bold
  • Open Sans Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • Open Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • For CRM materials use Tahoma Regular / Bold
  • Tahoma Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • Tahoma Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghilmnopqrstuvzxwyj 123456789
  • Font Times New Roman Bold Italic
Logo Usage
  • The relative proportions of the compass rose and text (MSC) part of the logo are fixed. Their relative proportions cannot be changed in any circumstances.
  • Ea indicates the unit of measurement for the logo’s proportions and spaces
  • A clear space must be maintained all around the logo.
  • f3 = indicates the unit of measurement for the logo’s proportions and spaces
  • The MSC Cruises logo has only one colour. This colour cannot be changed for any reason.
  • PANTONE: 282C (coated paper) or 282U (uncoated paper) LAB: L = 12; A = 1; B = -28 WEB: #000033
  • Pay attention to the difference between the positive and negative versions: the structure of the compass rose is different.
Tone And Messaging
  • MSC positioning is: discover a world of luxurious emotions
  • Discovery ➔ it’s one of the key consumers’ needs
  • Luxury ➔ it is aspirational and it creates strong expectations onboard an MSC ship
  • World ➔ it emphasizes the richness of the experience
  • Emotion ➔ it’s an inclusive way to communicate the luxury because emotions can be experienced by anyone
  • We never consider it a result, but a motivation to constantly improve. It is a never-ending aspiration to wholly satisfy the needs of our guests and place the highest value on their holidays. It is a commitment to happiness of our guests.
  • We believe in expertise and know-how. Experience on the sea is the most distinctive and personal trait of our company. We want everybody, regardless of their role on board to be competent in what they do, because competence grants a better service. and a better value perception of our cruises. But also because competence shows what our roots are. and this makes us proud.
  • We know that when people buy a cruise ticket they’re buying a little dream: the dream to be happy for some time, relaxing, having fun and discovering things. They want everything to be smooth and nice. Dedication is our attention to the most human side of our guests.
  • We deal with people from across the world every day, and the more we do it, the more we discover the richness and the immense value that we receive from our guests.
  • We therefore value diversity, and other people’s knowledge and opinion. We believe that it’s only by interacting with others that we can improve ourselves.
  • Images should reveal details that make the viewer feel like being on board the ship or watching the sea.This is to give an idea of MSC hospitality, showing that only on an MSC ship guests can enjoy this kind of experience (Ideally, every picture should show an angle that is unique to MSC).
  • The textures, the light, the colour and the casting should underline a sense of “Mediterranean elegance”.
  • Pictures should always have a “Mediterranean summer mood”, sunny with blue skies, avoiding cold or menacing light conditions.
  • Please give priority to images with people. Passengers and crew should look spontaneous and fresh, allowing the consumer to believe: “it could be me”.
  • On MSC everyone is enjoying themselves actively, whether they are relaxed or having fun.
  • That’s how emotions are best transmitted and how empathy is created.
  • Movement plays an important role in creating a sense of spontaneity.
  • And spontaneity is key to transmitting a passionate and a confident character, all about living the moment
  • Authenticity is key to transmitting the refined character of MSC.The human touch is always present, whether it’s a hand entering the scene, a face experiencing the food, or the way the food is presented. These elements transmit the passion and dedication that lead to excellence.
  • Food is simple and ready to enjoy, prepared with fresh ingredients but still refined enough to give guests a new gastronomic experience. Recipes and preparation come from our Mediterranean roots.
  • Light is always evocative and helps to transmit optimism, key to MSC’s visionary character. It should also build on the ambition to go further, showing places that are hard to reach or that are really special. For this reason, the angle from which pictures are taken should be unusual. Places should also look refined, but not exclusive. People should be included in the pictures enjoying the moment, whenever possible.
  • The sea should be present as much as possible, to reinforce the MSC value of competence.
  • The ship should be portrayed as a clean, new place.Try to find unusual details or angles for every picture. Always try to include people enjoying the service or the environment. Images of the ship exterior should use perspectives that make it look ambitious and visionary, heading towards the future with optimism.Whenever a landscape is close, the ship should look integrated with the place, avoiding crowded ports.The crew should always be in action, showing passion and expertise.
Brand Values
  • Our core brand values are: • Excellence We never consider it a result, but a motivation to constantly improve. It is a never-ending aspiration to wholly satisfy the needs of our guests and place the highest value on their holidays. It is a commitment to happiness of our guests. • Competence We believe in expertise and know-how. Experience on the sea is the most distinctive and personal trait of our company. We want everybody, regardless of their role on board to be competent in what they do, because competence grants a better service. and a better value perception of our cruises. But also because competence shows what our roots are. and this makes us proud. • Dedication We know that when people buy a cruise ticket they’re buying a little dream: the dream to be happy for some time, relaxing, having fun and discovering things. They want everything to be smooth and nice. Dedication is our attention to the most human side of our guests. • Respect We deal with people from across the world every day, and the more we do it, the more we discover the richness and the immense value that we receive from our guests. We therefore value diversity, and other people’s knowledge and opinion. We believe that it’s only by interacting with others that we can improve ourselves.
Visual Style
  • The relative proportions of the compass rose and text (MSC) part of the logo are fixed. Their relative proportions cannot be changed in any circumstances.
  • Ea indicates the unit of measurement for the logo’s proportions and spaces
  • A clear space must be maintained all around the logo.
  • f3 = indicates the unit of measurement for the logo’s proportions and spaces
  • The MSC Cruises logo has only one colour. This colour cannot be changed for any reason.
  • PANTONE: 282C (coated paper) or 282U (uncoated paper) LAB: L = 12; A = 1; B = -28 WEB: #000033
  • Pay attention to the difference between the positive and negative versions: the structure of the compass rose is different.
Iconography
  • These categories have been defined with the aim of helping guests to find the right informations about the different on board macro-category they are interested to.
  • RGB Profile: Adobe RGB (1998)
  • CMYK Profile: Coated FOGRA39 (ISO 12647-2:2004)
  • ICONS STYLE
  • INSTITUTIONAL PANTONE: 282C LAB: L = 12; A = 1; B = -28 WEB: #000033 RGB: R = 0; G = 0; B = 51 CMYK: C = 86; M = 66; Y = 13; K = 71
  • PROMO PANTONE ORANGE 021C LAB: L = 61; A = 66; B = 85 WEB: #e25100 RGB: R = 255; G = 82; B = 0 CMYK: C = 0; M = 77;Y = 100; K = 0
  • MSC YACHT CLUB PANTONE METALLIC 8640C LAB: L = 54; A = 7; B = 41 WEB: #9c7c38 RGB: R = 155; G = 124; B = 56 CMYK: C = 32; M = 42; Y = 82; K = 24
  • ENTERTAINMENT PANTONE 130C LAB: L = 75; A = 22; B = 83 WEB: #e3a611 RGB: R = 247; G = 168; B = 0 CMYK: C = 1; M = 39; Y = 100; K = 0
  • EXCURSIONS PANTONE 349C LAB: L = 38; A = -37; B = 20 WEB: #006938 RGB: R = 0; G = 105; B = 57 CMYK: C = 90; M = 32; Y = 92; K = 24
  • FOOD & BEVERAGE PANTONE WARM GRAY 10C LAB: L = 47; A = 4; B = 6 WEB: #766d65 RGB: R = 122; G = 110; B = 102 CMYK: C = 45; M = 44; Y = 47; K = 32
  • SHOPPING PANTONE 485C LAB: L = 50; A = 69; B = 55 WEB: #c22820 RGB: R = 225; G = 37; B = 29 CMYK: C = 2; M = 94; Y = 94; K = 1
  • SPA & BEAUTY PANTONE 267C LAB: L = 30; A = 44; B = -55 WEB: #61279e RGB: R = 96; G = 39; B = 158 CMYK: C = 80; M = 90; Y = 0; K = 0
  • SPORT & FITNESS PANTONE 661C LAB: L = 24; A = 14; B = -60 WEB: #003595 RGB: R = 0; G = 53; B = 148 CMYK: C = 100; M = 81; Y = 20; K = 4
Layout And Composition
  • The relative proportions of the compass rose and text (MSC) part of the logo are fixed. Their relative proportions cannot be changed in any circumstances.
  • Ea indicates the unit of measurement for the logo’s proportions and spaces
  • A clear space must be maintained all around the logo.
  • f3 = indicates the unit of measurement for the logo’s proportions and spaces
  • The MSC Cruises logo has only one colour. This colour cannot be changed for any reason.
  • PANTONE: 282C (coated paper) or 282U (uncoated paper) LAB: L = 12; A = 1; B = -28 WEB: #000033
  • Pay attention to the difference between the positive and negative versions: the structure of the compass rose is different.
Product Branding
  • The relative proportions of the compass rose and text (MSC) part of the logo are fixed. Their relative proportions cannot be changed in any circumstances.
  • Ea indicates the unit of measurement for the logo’s proportions and spaces
  • A clear space must be maintained all around the logo.
  • f3 = indicates the unit of measurement for the logo’s proportions and spaces
  • The MSC Cruises logo has only one colour. This colour cannot be changed for any reason.
  • PANTONE: 282C (coated paper) or 282U (uncoated paper) LAB: L = 12; A = 1; B = -28 WEB: #000033
  • Pay attention to the difference between the positive and negative versions: the structure of the compass rose is different.
Department Branding
  • 1 MSC Cruises Technical Department 2 MSC Cruise Managment (UK) 3 MSC Food and Beverage Division 4 MSC Graphic-Web & Multimedia House Agency
Localisation Guidelines
  • 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.
  • Country logos follow the same rules as the corporate logo.
  • Every country has its own logo with the word “cruises” translated into the local language. The translated word “cruises” is scaled to fit the edges of the MSC text.
Translation Guidelines
  • Every country has its own logo with the word “cruises” translated into the local language. The translated word “cruises” is scaled to fit the edges of the MSC text.
  • Country logos follow the same rules as the corporate logo.
Technical Guidelines
  • The relative proportions of the compass rose and text (MSC) part of the logo are fixed. Their relative proportions cannot be changed in any circumstances.
  • Ea indicates the unit of measurement for the logo’s proportions and spaces
  • A clear space must be maintained all around the logo.
  • f3 = indicates the unit of measurement for the logo’s proportions and spaces
  • The MSC Cruises logo has only one colour. This colour cannot be changed for any reason.
  • PANTONE: 282C (coated paper) or 282U (uncoated paper) LAB: L = 12; A = 1; B = -28 WEB: #000033
  • Pay attention to the difference between the positive and negative versions: the structure of the compass rose is different.
🐛 Report