Brand Guidelines

BRAND GUIDELINES

1 HOW TO USE THESE GUIDELINES

This document contains all the necessary guidelines to help you correctly use our company logo, fonts and colours. We are sure that anyone involved in the development of these rules will comply with them to maximise the visibility and recognisability of the MSC brand around the world.

2 CONTENTS

4 | 1.0 POSITIONING 6 | 2.0 LOGO AND GENERAL RULES 31 | 3.0 IMAGE TREATMENT

3 1.0 | OUR IDENTITY

Master of the Sea We work across five continents

Single-brand strategy NO outsourcing

Global offering, ability to adapt to local tastes and preferences A responsible player in society

4 OUR IDENTITY | 1.0 1.0 | OUR IDENTITY | MSC POSITIONING

MSC positioning is: discover a world of luxurious emotions

RATIONAL EMOTIONAL

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

Our core brand values are: • Excellence • Dedication We never consider it a result, but a motivation to We know that when people buy a cruise ticket they’re constantly improve. It is a never-ending aspiration to buying a little dream: the dream to be happy for some wholly satisfy the needs of our guests and place the time, relaxing, having fun and discovering things. highest value on their holidays. It is a commitment to They want everything to be smooth and nice. Dedication is happiness of our guests. our attention to the most human side of our guests. • Competence • Respect We believe in expertise and know-how. Experience on We deal with people from across the world every the sea is the most distinctive and personal trait of our day, and the more we do it, the more we discover the company. We want everybody, regardless of their role richness and the immense value that we receive from our on board to be competent in what they do, because guests. competence grants a better service. and a better value We therefore value diversity, and other people’s perception of our cruises. But also because competence knowledge and opinion. We believe that it’s only by shows what our roots are. and this makes us proud. interacting with others that we can improve ourselves.

5 MSC POSITIONING | OUR IDENTITY | 1.0 2.0 | LOGO AND GENERAL RULES

6 2.1 | CORPORATE LOGO | PROPORTIONS

The relative proportions of the compass rose and text (MSC) part of the logo are fixed. Their relative proportions cannot be changed 47 X in any circumstances.

X = indicates the unit of measurement for the logo’s proportions and spaces

20 X 8 X

4 X

7 PROPORTIONS | CORPORATE LOGO | 2.1 2.2 | CORPORATE LOGO | MINIMUM CLEAR SPACE AREA

2 X A clear space must be maintained all around the logo. X

X = indicates the unit of measurement for the logo’s proportions and spaces

2 X

COLOUR POSITIVE 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

POSITIVE & NEGATIVE VERSIONS Pay attention to the difference between the positive and negative versions: the structure of the compass rose is different.

NEGATIVE

COLOUR POSITIVE The 100% black version must be used only on black and white publications such as newspapers, b&w magazines, faxes.

POSITIVE & NEGATIVE VERSIONS Pay attention to the difference between the positive and negative versions: the structure of the compass rose is different.

NEGATIVE

DO 1A/2A Correct use of the positive or negative logo. DO DON’T

DON’T 1B/2B Invert the colours of the negative logo 1A 1B to use it as positive, or vice versa. The structure of the compass rose is different in the positive and negative versions.

2A 2B

11 DO / DON’T | CORPORATE LOGO | 2.4 2.4 | CORPORATE LOGO | DON’T

DON’T

1 Change the compass rose position 2 Rotate the logo 3 Rotate the compass rose 4 Squeeze the logo 1 4 5 Change the alignment between the compass rose and the text 6 Change the colour of any element

2 5

3 6

12 DON’T | CORPORATE LOGO | 2.4 2.4 | CORPORATE LOGO | DO/DON’T

DO DO DON’T 1A/2A 1A 1B When using the logo with an image, always put the logo in a blue (Pantone 282C/U) or white box, mantaining the minimum clear space area.

DON’T 1B/2B Superimpose the negative or positive logo on the image.

2A 2B

13 DO/DON’T | CORPORATE LOGO | 2.4 2.5 | CORPORATE LOGO | DO / DON’T

DO 1A/2A When MSC Logo is used on solid colour DO DON’T backgrounds negative version is mandatory. Correct use of the positive or negative logo.

1A 1B

DON’T 1B/2B Use positive MSC logo even if the background is light colour.

2A 2B

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.

Y Y = indicates the unit of measurement for the logo’s proportions and spaces

Country logos follow the same rules as the = corporate logo.

Y Y

TRANSLATIONS 1 5 9 13 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.

LOGO AND ASSOCIATED COUNTRY 2 6 10 14 1 UK, USA, Ireland, Netherlands, Belgium (fle), Scandinavia, South Africa, EMM, Australia 2 Italy 3 France, Switzerland (fra), Belgium (fra), Canada 4 Germany, Switzerland (deu), Austria 5 Spain, Argentina 3 7 11 15 6 Switzerland (bilingual) 7 Belgium (bilingual), Canada (bilingual) 8 Brazil, Portugal 9 Croatia 10 Slovenia 11 Albania 12 Japan 13 China (simplifed) 4 8 12 14 China (traditional) 15 Turkey

1 MSC Cruises Technical Department 1 2 MSC Cruise Managment (UK) 3 MSC Food and Beverage Division 4 MSC Graphic-Web & Multimedia House Agency

1 MSC YACHT CLUB POSITIVE 2 MSC AUREA SPA 1 2

NEGATIVE

1 2

ANOTHER LOGO Vertical align: centre Horizontal align: left

1 MSC EXCURSIONS 1 5 2 MSC VOYAGERS CLUB 3 MSC MEDICAL CENTRE 4 MSC BOOK 5 MSC GRAND TOUR 6 MSC GRAND VOYAGES 2 6 7 MSC WORLD CRUISE

3 7

1 MSC EXCURSIONS 2 MSC VOYAGERS CLUB 1 5 3 MSC MEDICAL CENTRE 4 MSC BOOK 5 MSC GRAND TOUR 6 MSC GRAND VOYAGES 7 MSC WORLD CRUISE 2 6

3 7

ANOTHER LOGO Vertical align: top Horizontal align: centre

1 MSC EXCURSIONS 1 4 2 MSC MEDICAL CENTRE 3 MSC BOOK 4 MSC GRAND TOUR 5 MSC GRAND VOYAGES 6 MSC WORLD CRUISE 2 5

3 6

1 MSC EXCURSIONS 2 MSC MEDICAL CENTRE 3 MSC BOOK 1 4 4 MSC GRAND TOUR 5 MSC GRAND VOYAGES 6 MSC WORLD CRUISE

2 5

3 6

For corporate materials MSC GS Std Bold (i.e. Business card, Letterhead) use MSC GS Bold/Regular/Italic. ABCDEFGHILMNOPQRSTUVZXWYJ

For Word documents and e-mail abcdefghilmnopqrstuvzxwyj signatures, use Verdana Regular. 123456789

MSC GS Std Regular ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789

MSC GS Std Italic ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789

Verdana Regular ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789

25 CORPORATE | TYPOGRAPHY & TYPESETTING | 2.8 2.8 | TYPOGRAPHY & TYPESETTING | ATL / BTL / PRESS

For ATL communication materials, Georgia Regular use Georgia Regular / Bold font for headlines and bodycopies. ABCDEFGHILMNOPQRSTUVZXWYJ

For BTL and PRESS communication abcdefghilmnopqrstuvzxwyj materials, use Georgia Regular font and Open Sans Light / Bold font 123456789 for headlines and bodycopies. Georgia Bold ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789

Open Sans Light ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789

Open Sans Bold ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789

26 ATL / BTL / PRESS | TYPOGRAPHY & TYPESETTING | 2.8 2.8 | TYPOGRAPHY & TYPESETTING | WEB / SOCIAL MEDIA

For WEB materials, use Open Sans Semibold Open Sans Semibold / Bold ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789 Open Sans Bold ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789

For SOCIAL materials, use Open Sans Regular Open Sans Regular / Bold ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789 Open Sans Light ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789

27 WEB / SOCIAL MEDIA | TYPOGRAPHY & TYPESETTING | 2.8 2.8 | TYPOGRAPHY & TYPESETTING | CRM

For CRM materials use Tahoma Regular Tahoma Regular / Bold ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789 Tahoma Bold ABCDEFGHILMNOPQRSTUVZXWYJ abcdefghilmnopqrstuvzxwyj 123456789

28 CRM | TYPOGRAPHY & TYPESETTING | 2.8 2.9 | TECHNICAL INFO | SHIP NAMES

Ship names may be used on their own on MSC SEAVIEW MSC SEASIDE the cover of technical sheets, ppt, postcards, welcome-on-board and seaport signage, ga- dgets and plates.

The horizontal version is the only configura- tion that may be used. MSC VIRTUOSA MSC GRANDIOSA MSC BELLISSIMA MSC MERAVIGLIA The ship colours shown on page 3.2 cannot be used for ship names: the only colour permitted is Pantone 282C in the positive version or white on a coloured background.

Font Times New Roman Bold Italic MSC PREZIOSA MSC DIVINA MSC SPLENDIDA MSC FANTASIA

MSC MAGNIFICA MSC POESIA MSC ORCHESTRA MSC MUSICA

MSC OPERA MSC LIRICA MSC SINFONIA MSC ARMONIA

29 SHIP NAMES | TECHNICAL INFO | 2.9 3.0 | IMAGE TREATMENT

30 3.1 | IMAGE TREATMENT

How to choose the right picture: Technical treatment: About the framing of pictures:

• Images should reveal details that make • Colours and hues to avoid: • Photos of people: the viewer feel like being Minimise yellow, avoid using sepia The framing should be as close as possible on board the ship or watching or black and white images. to the action, to clearly show the attitude the sea. This is to give an idea of MSC Stick to full colour pictures. and expression of the protagonist, in order hospitality, showing that only on an All pictures should feature a major to give the impression that we are part of MSC ship guests can enjoy this kind of percentage of blue, distributed across the picture. experience (Ideally, every picture should different elements and flares. show an angle that is unique to MSC). Do not add any blue colour treatment • Indoor and Outdoor over the image in general, to avoid making photos of the ship: • The textures, the light, the colour and the image look too cold. The framing should show an angle that is the casting should underline a sense of unique to MSC. “Mediterranean elegance”. • Lighting : For outdoor pictures, please try to use • Pictures should always have a natural light as much as possible. “Mediterranean summer mood”, Always treat skin complexions as natural sunny with blue skies, avoiding cold or and warm. menacing light conditions. Avoid photos with “burnt” whites, and deep shadows. • Please give priority to images with people. Passengers and crew should • Lens : look spontaneous and fresh, allowing the Do not use pictures taken with consumer to believe: fisheye lenses, because pictures “it could be me”. of this kind have an extremely distorted perspective.

31 IMAGE TREATMENT | 3.1 3.1 | IMAGE TREATMENT | PEOPLE

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.

32 PEOPLE | IMAGE TREATMENT | 3.1 3.1 | IMAGE TREATMENT | FOOD

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.

33 FOOD | IMAGE TREATMENT | 3.1 3.1 | IMAGE TREATMENT | LANDSCAPE DESTINATIONS

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.

34 LANDSCAPE DESTINATIONS | IMAGE TREATMENT | 3.1 3.1 | IMAGE TREATMENT | SHIP INTERIOR

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.

35 SHIP INTERIOR | IMAGE TREATMENT | 3.1 3.1 | IMAGE TREATMENT | SHIP EXTERIOR

36 SHIP EXTERIOR | IMAGE TREATMENT | 3.1 3.2 | COLOUR PALETTE | ILLUSTRATION

37 ILLUSTRATION | COLOUR PALETTE | 3.2 3.2 | COLOUR PALETTE | ILLUSTRATION

38 ILLUSTRATION | COLOUR PALETTE | 3.2 3.2 | COLOUR PALETTE | ILLUSTRATION

39 ILLUSTRATION | COLOUR PALETTE | 3.2 3.2 | COLOUR PALETTE | ILLUSTRATION

40 ILLUSTRATION | COLOUR PALETTE | 3.2 3.3 | ICONS - COLOUR PALETTE | ONBOARD

These categories have been defined with the aim of helping INSTITUTIONAL FOOD & BEVERAGE guests to find the right informations about the different on board PANTONE: 282C PANTONE WARM GRAY 10C macro-category they are interested to. LAB: L = 12; A = 1; B = -28 LAB: L = 47; A = 4; B = 6 WEB: #000033 WEB: #766d65 RGB Profile: RGB: R = 0; G = 0; B = 51 RGB: R = 122; G = 110; B = 102 Adobe RGB (1998) CMYK: C = 86; M = 66; Y = 13; K = 71 CMYK: C = 45; M = 44; Y = 47; K = 32 CMYK Profile: PROMO SHOPPING Coated FOGRA39 (ISO 12647-2:2004) PANTONE ORANGE 021C PANTONE 485C LAB: L = 61; A = 66; B = 85 LAB: L = 50; A = 69; B = 55 WEB: #e25100 WEB: #c22820 RGB: R = 255; G = 82; B = 0 RGB: R = 225; G = 37; B = 29 CMYK: C = 0; M = 77; Y = 100; K = 0 CMYK: C = 2; M = 94; Y = 94; K = 1

MSC YACHT CLUB SPA & BEAUTY PANTONE METALLIC 8640C PANTONE 267C LAB: L = 54; A = 7; B = 41 LAB: L = 30; A = 44; B = -55 WEB: #9c7c38 WEB: #61279e RGB: R = 155; G = 124; B = 56 RGB: R = 96; G = 39; B = 158 ICONS STYLE CMYK: C = 32; M = 42; Y = 82; K = 24 CMYK: C = 80; M = 90; Y = 0; K = 0

ENTERTAINMENT SPORT & FITNESS PANTONE 130C PANTONE 661C LAB: L = 75; A = 22; B = 83 LAB: L = 24; A = 14; B = -60 WEB: #e3a611 WEB: #003595 RGB: R = 247; G = 168; B = 0 RGB: R = 0; G = 53; B = 148 CMYK: C = 1; M = 39; Y = 100; K = 0 CMYK: C = 100; M = 81; Y = 20; K = 4

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

41 ONBOARD | ICONS - COLOUR PALETTE | 3.3 2018-09 | BRAND GUIDELINES