Brand Identity_2015-condensed.pdf

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PRECIOUS MOMENTS, INC.

BRAND IDENTITY

2014-2015



History of Precious Moments, Inc.Believing & Achieving

Get To Know Us

Brand VoicePrecious Moments Mission Statement

PMI Mission Statement

Our Values Are The Heart Of Who We Are

Our Voice

Brand GuidePrecious Moments Logo

Precious Moments Logo Examples

Confidentiality Notice

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TABLE OF CONTENTS

BRAND IDENTITY

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A Brief Overview and History of Precious Moments, Inc.

HISTORY OFPRECIOUS MOMENTS, INC.



COMPANY OVERVIEW

• Precious Moments has accomplished over $11 billion in retail sales

worldwide, making it one of the most successful giftware products,

collectible figurines and artwork licensors in history.

• Precious Moments has been labeled one of the most successful

American brands of all time. We enjoy an 83% recognition rate among

American women over the age of 18. Of those women, nearly half have

purchased or received as a gift a Precious Moments product at least

once in their lifetime.

• Precious Moments is a leader in the giftware industry, with product

representation in ALL 50 states, ALL 13 provinces and territories of

Canada, and increasing numbers of international countries.

• Precious Moments is among the best selling brands in Christian book

and gift stores, with rising sales of more than 12 Million books and bibles.

• Not only is Precious Moments revered in the giftware industry,

but also in the collectible sector. Precious Moments Collector’s Club

has a community of over 35,000 Precious Moments enthusiasts.

• Approximately $20 million was raised through Precious Moments

product inspired donations for Easter Seals, Inc. throughout a decade.

Many other worthy charities such as Boys & Girls Clubs of America, St.

Jude Children’s Research Hospital, Make-A-Wish® America, Y-Me Breast

Cancer Organization, and Children’s Miracle Network Hospitals

have also benefited from Precious Moments philanthropic endeavors.

• With 36 years of business success and over 12,000 art assets,

Precious Moments is an evergreen brand that is here to stay.

Believing & Achieving



COMPANY OVERVIEW

Get To Know UsPrecious Moments, Inc., (PMI) is a privately held,

family-owned business with offices in suburban

Chicago and also in Carthage, MO, home of the

renowned Precious Moments Chapel™. PMI is

the owner of all Precious Moments® intellectual

property and is the exclusive licensor to many

prominent companies, as well as the wholesale

distributor of the revered Precious Moments product

line. With product representation in all 50 states,

all 13 provinces and territories of Canada, and 16

international countries and counting, Precious

Moments is a leader in the giftware industry and has

been setting standards and benchmarks for many,

many years. In 2013, Precious Moments celebrated

thirty-five years of Loving, Caring, & Sharing.

Through the years, we’ve been welcomed into the

homes and hearts of millions….sharing life’s most

precious moments, celebrating the joyous occasions,

and joining in the family holiday traditions.

Precious Moments has been labeled as one of the

most successful brands in history. We enjoy an 83%

recognition rate among American women over 18. Of

those women, nearly half have purchased a Precious

Moments product at least once in their lifetime. Our

success in artwork licensed properties and the gift

and collectible industry has been a true blessing.

We have been warmly welcomed in this community,

and through a commitment to quality, one of our

strongest core values, we have received many

industry awards, established new industry records,and helped heighten overall standards in the gift and

collectible industries.



COMPANY OVERVIEW

In addition to our Precious Moments brand, through selective licensing andacquisitions, PMI is quickly becoming a growing family of brands and co-brands.

Such partners include The Walt Disney Company®, Sanrio, Inc., Ne’Qwa Art®,

Pipka®, Bazooples®, Viacom International, Inc., and HarperCollins. Keeping our core

values at the forefront, PMI carefully selects new additions from classic, evergreen

properties that complement the Precious Moments standards of quality and

excellence.

Additional branches of our Precious Moments Family of Companies include

Precious Moments Company (PMC), our direct to consumer business, and Precious

Moments Supporting Foundation™ (PMSF), a 501(c)(3) non-profit organization that

manages and operates the Precious Moments Chapel and Visitor’s Center located inCarthage, MO.



Te Mission,Values, and Voice of our Brand

OUR BRAND VOICE



BRAND VOICE

Precious Moments

Mission Statement“We make the world a better place by helping people share the gift of love.”

PMI Mission Statement“We make the world a better place by helping people share the gift of love

through our high quality gifts and collectible treasures.”



BRAND VOICE

Our Values Are TheHeart Of Who We Are

Our core values reflect what is truly important to us as an organization. They are the soul

of our company. They guide the decisions we make and the actions we take. Our values

are the unshakeable foundation of our entire company culture. It is the distinguished

values of Precious Moments that makes us different, and it is those same values which

allow us to make such a difference.

Goodness – We value what is good andwholesome. We encourage kindness, generosity,

benevolence and virtue. We believe we can affect lives

by offering kindness and goodness through our products

and actions. We believe our products unite people and

add love and value to the world. Each Precious Moments

figurine is designed upon a wonderful sentiment or a special

message of life’s precious moments and/or occasions. They

help people communicate emotions. Our products are

ambassadors of goodness.

As an organization, we are generous and caring. We trulyrecognize the value in sharing our many blessings. Precious

Moments products have been utilized to raise millions of

dollars for worthy charities and not-for-profit organization

through collaborative efforts and support of our companies,

retailers, and loyal consumers. We share the gift of love.

Some of the organizations benefiting from Precious

Moments dedicated product include Easter Seals Inc.,

St. Jude Children’s Hospital, Boys & Girls Clubs of America,

Girl Scouts of America, Ronald McDonald House, Christian

Children’s Fund, Children’s Miracle Network Hospitals, andsuch causes as literacy, disaster relief, homelessness, and

breast cancer. Sharing is our dedication.



BRAND VOICE

Quality – A commitment to quality is an integral part of our company philosophy. From

product to process and operations, we attempt to permeate quality throughout everyaspect of our business. Every single Precious Moments figurine is developed through

an extensive and delicate process. From concept to final product, it can take upwards

of nine months to a year for completion. Figurine molds are hand sculpted by a master

sculptor, and each and every figurine is hand-painted. Our commitment to quality

encourages constant growth and improvement in every aspect of what we do. The

longevity of our brand is testimony to our quality.

Creativity – Our artistic vision calls for an

abundance of creative expression. One of

our main objectives is to take the intangible

emotion of life’s most treasured moments, andweave them into a beautiful tangible keepsake

which will last a lifetime. There are many, many

occasions and situations in everyday life which

people hold dear. With each individual, those

occasions may vary, so there truly are limitless

opportunities to create timeless treasures

honoring life’s precious moments. We must keep

our minds and hearts open to all possibilities.

Another company objective is to create beautiful

product that is useful, meaningful, and addsvalue to everyday life. The sky is the limit. For this

reason, creativity and free thinking is essential in

our culture. Our Precious Moments community

fosters contribution and innovation. We lend a

safe and welcoming environment for presenting

all new ideas. There is no idea too small, silly, or

insignificant. Any idea has the possibility to lead

to a triumphant success.

We are creative leaders in the industry, and

our products provide high standards and

benchmarks. We can safely think outside of

the box as long as we stay true to our brand. A

creative environment is a vital component of our

Precious Moments community.



BRAND VOICE

Stewardship – At Precious Moments, we celebrate life’s special occasions and

more importantly the special people in our lives. As a family owned business,we know the value of relationships. We are dedicated to nurturing and honoring

those special relations. For this reason, upholding the legacy of Precious

Moments is an acceptance that we take very seriously.

We have a strong sense of duty to grow and share the brilliant vision of the

creator of our brand, Samuel J. Butcher, and his contributors, Yasuhei Fujioka, and

Eugene Freedman. It is Mr. Butcher’s vision and dream of Precious Moments that

became the endearing creation responsible for making heartfelt contributions to

millions of lives across the world. We happily and humbly bear the responsibility

of perpetuating this amazing legacy so that it may carry forward to permeate

millions more lives through acts of loving, caring, and sharing.



BRAND VOICE

Our VoiceOur voice is the language and tone people encounter when they come into

contact with Precious Moments. Our words, attitude and overall feel of our

communications, either written or verbal, add up to our “Brand Voice.” Brand Voice

Guidelines ensure that Precious Moments always sounds like Precious Moments.

These qualities, tone and manners reflect our organization’s unique personality.

They help everyone in our organization appreciate when language is true to the

brand – and when it’s not.

Brand Voice AttributesThe tone of all of our brand communications

is defined by our brand voice attributes.

Before we publish anything, we conduct a

mental checklist against our brand voice

attributes. If we’ve brought these qualities to

life in our words, we know we’ve succeeded.

We are expressive. We are warm and loving.

We care about others. We are encouraging.

We value simplicity. We are always sincere.



BRAND VOICE

Expressive – We rise to the emotional occasion. One of the biggest

reasons for the success of our brand is that we help people express

their emotions. We help provide an endearing language for those

special things people want to say, but don’t always know how to put into words.

We speak in a manner which evokes emotion. Our voice focuses on the experience

not the simple descriptors.

Our communications are engaging and always create special connections.

Whether it’s a time of grief or celebration, our message gets down to the heart of

the matter. We say what needs to be said in the most meaningful way. Many times

this means incorporating imagery into our expression. The use of photography

and art is extremely important in capturing and communicating life’s special

moments. If an entire story can be told with a picture, then “one picture is TRULY

worth a thousand words”. We are founded upon the beauty of artistic sentiment

and place high importance on aesthetically pleasing representations.

Warm & Loving – Our brand voice is endearing.

The manner in which we communicate displays

regard for emotions, respect and affection for

the individual. We embrace our relationships and

communicate to all as we would to members of

our trusted family circle.

Caring – Our brand voice is soft and caring. We

speak from a place of authenticity not authority.

We are mindful of other’s feelings.

Uplifting – Our brand voice is encouraging

and often inspirational. We want our words to

move people as our products do. Whether the

occasion calls for soft and sentimental, silly

and celebratory, or any range in between, our

message and communications should bring

meaning and encouragement to all situations.



BRAND VOICE

Sincere – Our brand voice is honest and authentic.

As a business, we operate with a high degreeof integrity. We place great importance on

relationships in life. Therefore, trust must be an

unshakeable factor. We mean what we say, and

we say what we mean. In our communications,

we value simplicity and transparency. Our tone is

sincere. In all we do, we have purpose and meaning.

It is extremely important to uphold the high values

and standards of Precious Moments in all areas of

our communications. Both our internal voice and

external voice must be aligned and consistent. Itis our goal to sustain a Precious Moments working

family that nurtures relationships both internally

and externally.

Though we have several divisions and locations

within our company, we are all one family. Careful

attention is given to the collaboration and

cohesiveness of our business. We are a team,

and the greater good of the overall company as

a whole is our main priority. Precious Moments is

the common ground that brings us together. Ourdaily actions are guided in the way of Precious

Moments through loving, caring and sharing, and

our company is stronger for it.

As with any business, we have timelines, deadlines,

budgets, product and financial decisions to make,

and much more. Therefore, challenges arise and

difficulties occur. However, we do the best we can

to handle conflict or controversy the Precious

Moments way so we can be both, a successful

business AND a working “family”. We practice whatwe preach, and that is to…Share the Gift of Love.



BRAND VOICE

On Brand Marketing

Product

Our product is not just a figurine, an ornament, a musical water globe or a

plush toy... It is a special treasure that represents an important moment in

time, a gift that expresses the emotions, and a beautiful sentiment made

tangible. Precious Moments figurines are:

• the love a person has in their heart for another

• a special moment in time which can never be relived

• the deepest sympathy one can express for another’s loss

• the overwhelming sense of joy that one feels for a beautiful child

just brought into this world

• the celebration of another year lived

• the spiritual ceremony of one’s religious beliefs

• the heartfelt traditions that a family shares on every holiday

• a treasured friend

• the joyous union of a couple who found the one person

with whom they will vow to share their entire life

• the deepest gratitude that one expresses towards

the graciousness of others

• the shared empathy and sympathy of the

difficult moments in life

Sometimes, they are the smile or laugh

needed at that exact moment...or even just

a happy little “timeout” in life. Whether

purchased for oneself or as a gift, it is a

treasure which enhances the longevity of

a special emotion and moment in time.



BRAND VOICE

By staying true to the Precious Moments’ Brand Voice,we can continue to contribute to the world in a positive manner.

TOGETHER WE CAN MAKE A DIFFERENCE.

Share the Gift of Love sm



BRAND GUIDE



BRAND GUIDE

Pantone Black C

C 0 M 0 Y 0 K 100

Pantone 659CC 57 M 32 Y 0 K 0

Precious Moments and Collectors’ Club logos are Pantone 659C on a whitebackground. It is understood there are some instances in which it may not be

possible to show the trademark in color. In these instances 1/color black print

is acceptable. It is also acceptable to use a white logo when placed on a dark

background.

© Pantone LLC, 2014 · PANTONE® is the property of Pantone LLC



BRAND GUIDE

Precious Moments LogoUsage Examples

.



BRAND GUIDE

There are occasions where it is necessary to use the Landscape Brandmark.

The landscape option should be utilized secondary to the preferred mark logo.

™

™

Pantone Black C

C 0 M 0 Y 0 K 100

Pantone 659C

C 57 M 32 Y 0 K 0

© Pantone LLC, 2014 · PANTONE® is the property of Pantone LLC



SALES MANUAL

CONFIDENTIALITY NOTICE

Confidentiality Notice

All information, names, logos, and trademarks contained within this document,

including the brand identity, characters, artwork, graphics, designs, trade dress,

copyrights, service marks and other intellectual property (“Content”) except or

otherwise noted are the protected intellectual property of

Precious Moments, Inc. (“PMI”).

The use or misuse of these trademarks or other Content, except as provided

herein is strictly prohibited.

Copies of information may be printed for personal, non-commercial use.

Content may not, without the written approval of PMI, be copied, used, printed,

distributed or otherwise disseminated for any other purpose.

Modification or application of text, graphics or any other Content for any

purpose is prohibited without the written approval of PMI.

While every effort has been made to ensure the accuracy of this document,

PMI is not responsible for damages of any kind, including without limitation

consequential damages, arising from the application of the information

contained herein. Information published herein is current as of the date of

publication and is subject to change without notice.

For permission requests, or for more information about

Precious Moments, Inc., contact:

Precious Moments, Inc.

4105 Chapel Road,

Carthage, Missouri 64836 U.S.A.

www.PreciousMoments.com



SALES MANUAL

Please Provide Your FeedbackYour input is important to us! Contact us if you have suggestions for

information to add or expand upon. For more information on the

Precious Moments Brand and our product offerings, please contact the

Communications Team at [email protected].

Together We Can Make A Difference.

Share the Gift of Love Sm

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Brand Identity_2015-condensed.pdf