The mark consists of The colors black and white are not claimed as features of the mark. The Fresh Aisle insignia can be described by 3 distinctive components which make up the mark as a whole: (1) The word "Fresh" appears in bold, black lettering in a slightly half-moon position, positioned directly above a thin, black, oval border; (2) The thin, black oval boarder has a white background and in the center of the white background is a black, olive which is the center and focal point inside the oval border; (3) The third component of the insignia is a solid, black rectangle. This black rectangle appears directly below the black olive design. The right and the left side borders of the rectangle are slightly jarred outward at the outer top corners of the rectangle. At the very top and center of the black rectangle, the olive design appears to be dipping 1/3 of the way down, inside this black, rectangular box. Inside this black rectangle is the word "Aisle," whose lettering is thin and white.