MSC Cruises

oday, the Geneva-based MSC Cruises is the third largest cruise brand in the world and is known for its luxurious ships, Mediterranean hospitality and exclusive travel experiences. MSC Cruises employs 24,000 people in 45 countries. The global website reaches audiences in 66 markets and welcomes them in 38 languages, including Arabic, Hebrew, Japanese, Chinese, Korean, Thai and Vietnamese. Therefore the challenge for the brand agency Magic Pencil was huge when it was commissioned to completely revamp the MSC Cruises brand – from the website through to the printed materials.

Magic Pencil, which is located in the immediate vicinity of the MSC Cruises headquarters, takes a modern design approach: “With our unique Brand User Experience (BUX) strategy, we seamlessly combine the customer experience with sustainability goals. In this way, we ensure that a brand continues to develop in a targeted manner and remains at the forefront in an ever-changing world.”

The team led by Blaise Jeanneret, Vincent Gosset and Patrick Graf were responsible for the digital brand design–from brand colors to text styles. “A crucial aspect of our design approach is the careful selection of the font,” emphasizes Patrick Graf. The choice fell on the Pangea family: Light, Regular and SemiBold for the global website and Pangea Light, Regular, SemiBold, SemiBold Italic and Bold for the printed matter.

With the sustainability-focused Pangea (more information on the website of its designer, Christoph Koeberlin), MSC Cruises underlines its ambitious approach to environmental, social and governance issues. “It’s not just about meeting our stakeholders’ expectations and succeeding in a complex regulatory environment. We are making meaningful and measurable changes that will have a positive long-term impact on our guests, our employees and our planet,” emphasizes Pierfrancesco Vago, Executive Chairman of the MSC Group, in the latest sustainability report.

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