MSC Cruises has unveiled a new logo and brand identity to communicate the line's distinctive personality, vibrant growth and leadership position in the cruise industry and create a strong visual brand message for consumers and travel professionals worldwide.
The tagline "MSC Cruises, the most modern fleet in the world" reflects the line's tremendous growth and the number of new ships it is adding to its fleet. By the end of 2008, MSC Cruises will have the newest and most modern fleet of any of the world's major cruise lines.
The rapidly expanding MSC Cruises fleet comprises eight ships: MSC Poesia (third flagship of the "Musica" class), MSC Orchestra, MSC Musica, MSC Sinfonia, MSC Opera, MSC Armonia, MSC Lirica, MSC Melody. Upon her arrival in December 2008, the spectacular new MSC Fantasia, the largest cruise ship ever built by a European owner, will be the ninth member of the fleet. These beautifully modern ships provide guests outstanding vacation experiences in the Mediterranean year round and seasonally in Northern Europe, Atlantic Ocean, Caribbean, South America, Indian Ocean and South Africa. In spring of 2009, MSC Splendida, sister ship to the MSC Fantasia, will be launched. Then in the fall of 2009, MSC Magnifica, the fourth ship in the" Musica" class, will enter service, followed by sister ships MSC Meraviglia in 2011 and MSC Favolosa in 2012. By the end of 2012, MSC Cruises will have built the most modern fleet in the world to a total of 13 cruise ships.
In addition to the English tagline that will appear in marketing messages for North America, Italian, French, Spanish, German and Portuguese versions will be used in markets around the world.
The new logo, with "MSC" prominently displayed, will reinforce the line's visual identity and will be found on all materials.
"The easily identifiable logo and the tagline that emphasizes our modern fleet are designed to promote brand awareness throughout the world," says Richard E. Sasso, president and CEO of MSC Cruises (USA), Inc.