brand identity_2015-condensed.pdf
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PRECIOUS MOMENTS, INC.
BRAND IDENTITY
2014-2015
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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.
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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
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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.
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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.
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Te Mission,Values, and Voice of our Brand
OUR BRAND VOICE
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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.”
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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
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BRAND GUIDE
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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
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BRAND GUIDE
Precious Moments LogoUsage Examples
.
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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
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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
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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