MSC Cruises brand identity
Second cover page of the 2023 Sustainability Report from MSC Cruises
The cruise company MSC Cruises was founded in Naples in 1988 following the merger of the Mediterranean Shipping Company (MSC) with the shipping company Lauro Lines. Starting out as a family business, it developed into a leading provider of cruises over the following decades. Today, 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.
The brand agency Magic Pencil, commissioned to completely revamp the MSC Cruises brand, takes a modern design approach: “With our unique Brand User Experience 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.
Advertising brochure MSC World Cruise January/May 2025, pages 2–3
Excerpts from MSC Cruises’ 34-page sustainability report, set in various weights from the Pangea family
Pangea is also used in MSC Cruises apps. (Advertising brochure MSC World America 2025/2026, page 34)
2 Comments on “MSC Cruises brand identity”
I can’t help but notice the irony of using Pangea, a font with a sustainability discourse and focus, for one of the most unsustainable ways to spend holidays today.
Note: this is in no way an attack on the foundry nor on the type designer.
Agreed.