MSC Cruises has unveiled a new logo to go along with a new brand identity, which looks to communicate the line's personality, growth and overall position in the cruising landscape.
The new tagline "MSC Cruises, the most modern fleet in the world" seeks to reflect MSC's growth and the number of new ships it is adding to its fleet. By the end of 2008, MSC Cruises says it will have the newest and most modern fleet of any of the world’s major cruise lines.
The fleet currently comprises eight ships: MSC Poesia, MSC Orchestra, MSC Musica, MSC Sinfonia, MSC Opera, MSC Armonia, MSC Lirica and MSC Melody. The ninth member, MSC Fantasia, is due to be delivered this month. Then, in the spring of 2009, MSC Splendida, sister ship to the MSC Fantasia, will be launched, followed by the fall 2009 delivery of MSC Magnifica, the fourth ship in the "Musica" class, and then sister ships MSC Meraviglia in 2011 and MSC Favolosa in 2012.
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.