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