MSC Cruises Brand Book

US BRAND GUIDELINES

HOW TO USE THESE GUIDELINES This document contains the necessary guidance to help you correctly leverage our brand standards and elements. We require all parties to comply with our guidelines to maximize the consistency and impact of the MSC Cruises brand around the world.

TABLE OF CONTENTS 1. OUR IDENTITY 1.1 Brand Positioning 5 1.2 Values 6 1.3 Brand Personality 7 2. VISUAL IDENTITY 2.1 Logo Usage 9-13 2.2 Color Palette 14 2.3 Typefaces 15 2.4 Ship Logos 16 2.5 Image Treatment 17-18 2.6 Collateral 19-20 MSC CRUISES USA | Brand Guidelines 3 March 2022

OUR IDENTITY

OUR IDENTITY BRAND POSITION A WORLD VALUES BRAND OF DISCOVERY PERSONALITY 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. MSC CRUISES USA | Brand Guidelines 5 March 2022

OUR IDENTITY BRAND POSITION VALUES BRAND PERSONALITY FAMILY PASSION CONTINIUOUS CARE FOR EQUAL COMPANY EVOLUTION PEOPLE OPPORTUNITIES The engagement We are passionate Our tradition, We believe that each Our mission is to of the founding about what we do. We expertise, person brings unique provide our people with family inspires us challenge ourselves professionalism, and value. We develop personal fulfillment with dedication and to achieve excellence ambition drive the authentic relationships and enrichment. We trust, increasing our and are tenacious in company’s fast and built on ethics, respect, are committed to sense of belonging. overcoming obstacles. sustainable growth. and team spirit. sharing our knowledge, Sharing the family’s Working together We strive for the most We genuinely care delivering training, entrepreneurial with passion and innovative solutions about the satisfaction and supporting our spirit leads us to enthusiasm, we to embrace change, and loyalty of our people’s professional act proactively, provide a unique always respecting guests and employees. growth. We ensure fair courageously, and experience for our safety and the opportunities to provide responsibly in our guests. environment. long-term career Guests and our development, embrace company’s best diversity, and value all interest. cultures. MSC CRUISES USA | Brand Guidelines 6 March 2022

OUR IDENTITY BRAND POSITION VALUES BRAND MSC IS... IS NOT... PERSONALITY Modern Flashy Confident Arrogant Inviting Exclusive Laid Back Formal Open-Minded Opinionated Sophisticated Pretentious MSC CRUISES USA | Brand Guidelines 7 March 2022

VISUAL IDENTITY

VISUAL IDENTITY LOGO THE LOGO COLOR The MSC Cruises logo is composed of the PALETTE TYPEFACES MSC compass rose and a wordmark. The SHIP LOGOS horizontal logo is the primary logo and IMAGERY should be used in all instances. Always use COLLATERAL the logo files provided. Do not re-create. Compass Rose Wordmark MINIMUM SIZE We always want our logo to be legible. ake sure you follow the minimum size guidelines. • For print, the minimum widtht is 15 inches. 15 in (Print) 75 px (Web) • For web, the minimum height 75 pixels. MSC CRUISES USA | Brand Guidelines 9 March 2022

VISUAL IDENTITY LOGO PROPORTIONS COLOR The relative proportions of the compass PALETTE TYPEFACES rose and text (MSC Cruises) parts of the logo SHIP LOGOS are fixed.Their relative proportions cannot IMAGERY be changed in any circumstances. COLLATERAL CLEAR SPACE Y = indicates the unit of measurement for the logo’s proportions and spaces 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. MSC CRUISES USA | Brand Guidelines 10 March 2022

VISUAL IDENTITY LOGO PRIMARY LOGO VARIATIONS COLOR Our logo has been designed in only one color– blue, and its negative version in white. Notice that the structure of PALETTE TYPEFACES the compass rose is different in the positive and negative versions. When using the blue logo, place it only on a white SHIP LOGOS background. If a full-color print or render cannot be done, the alternate 100% black version must be used. IMAGERY COLLATERAL POSITIVE (BLUE) NEGATIVE (WHITE) B&W ONLY (BLACK) B&W ONLY (WHITE) MSC CRUISES USA | Brand Guidelines 11 March 2022

VISUAL IDENTITY LOGO OTHER LOGO VARIATIONS COLOR The signature version of the MSC Cruises PALETTE TYPEFACES logo is a structured relationship between our SHIP LOGOS compass rose, wordmark, and tag line. IMAGERY COLLATERAL Although we do not suggest using this logo over our primary logo, it is available when Primary Logo Tagline introducing the brand into new markets. Its end statement embodies the brand by establishing something memorable, particular, and clear. MSC CRUISES USA | Brand Guidelines 12 March 2022

VISUAL IDENTITY LOGO INCORRECT LOGO USAGE COLOR 1 2 PALETTE DON’T: TYPEFACES 1) Invert the colors of the negative logo SHIP LOGOS to use it as positive, or vice versa IMAGERY COLLATERAL 2) Superimpose the logos on images 3) Change the compass rose position 4) Rotate the logo 3 4 5 5) Rotate the compass rose 6) Squeeze the logo 7) Change the color of any element 6 7 8 8) Change the alignment between the compass rose and the text MSC CRUISES USA | Brand Guidelines 13 March 2022

VISUAL IDENTITY LOGO PRIMARY COLORS COLOR Our MSC blue also known as “oxford blue” is PALETTE TYPEFACES one of the most powerful visual WEB WEB SHIP LOGOS assets we have. That’s why it’s important to HEX: #000033 HEX: #ffffff IMAGERY get it right. From printing to pixels, whatever R 0 | G 0 | B 51 R 255 | G 255 | B 255 COLLATERAL you’re producing, it needs to adhere to the PRINT PRINT colour breakdown shown here. C 100 | M 69 | Y 0 | K 69 C 0 | M 0 | Y 0 | K 0 PMS 282C PMS 000C MSC CRUISES USA | Brand Guidelines 14 March 2022

VISUAL IDENTITY LOGO PRIMARY TYPEFACES COLOR PALETTE TYPEFACES Georgia Regular Open Sans Regular SHIP LOGOS ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ IMAGERY abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz COLLATERAL Georgia Bold Open Sans Semi-Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Open Sans Bold Use for headlines in ALL CAPS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Use for body copy in sentence case MSC CRUISES USA | Brand Guidelines 15 March 2022

VISUAL IDENTITY LOGO SHIP LOGOS COLOR Ship names may be used on their PALETTE TYPEFACES own on the cover of technical SHIP LOGOS sheets, presentations, marketing IMAGERY collateral, welcome-on-board and COLLATERAL seaport signage, gadgets and plates. The horizontal version is the only configuration that may be used. The only colour permitted is Pantone 282C in the positive version or white on a coloured background. If ship logos are not available, these can be recreated using the Times New Roman Bold Italic typeface with a kerning of 0. MSC CRUISES USA | Brand Guidelines 16 March 2022

VISUAL IDENTITY LOGO CHOOSING THE RIGHT IMAGE MASCULINE FEMININE COLOR We like our photography bright and PALETTE TYPEFACES human. Images should feel energetic, SHIP LOGOS authentic and candid. CLASSIC MODERN IMAGERY COLLATERAL We always favor using company produced imagery, but if you must use stock images, SIMPLE COMPLEX the same guidelines should be followed. Brightness: We prefer natural daylight, YOUNG MATURE over studio lights or filters. PLAYFUL SERIOUS Subjects: Should be in clear emphasis within the frame and should be visually engaging, but candid– never staged. COOL WARM MSC CRUISES USA | Brand Guidelines 17 March 2022

VISUAL IDENTITY LOGO EXAMPLES COLOR PALETTE TYPEFACES SHIP LOGOS IMAGERY COLLATERAL MSC CRUISES USA | Brand Guidelines 18 March 2022

VISUAL IDENTITY LOGO BRINGING THE BRAND TO LIFE (PRINT EXAMPLES) COLOR PALETTE TYPEFACES SHIP LOGOS IMAGERY COLLATERAL MSC CRUISES USA | Brand Guidelines 19 March 2022

VISUAL IDENTITY LOGO BRINGING THE BRAND TO LIFE (WEB EXAMPLES) COLOR PALETTE TYPEFACES SHIP LOGOS IMAGERY COLLATERAL MSC CRUISES USA | Brand Guidelines 20 March 2022

For brand related questions email: jp.nissenberg@msccruisesusa.com