The mark consists of the word"A-MAX" with the characters depicted in the color red and set diagonally in a horizontal yellow band that serves as a background for the characters. "A-MAX" is repeated along the band at regular intervals. The color combination of red and yellow is claimed as a feature of the mark. Broken-line outlining is used to show an example of the position of the mark on the exterior of Applicant's retail locations, and is not claimed as a feature of the mark. Nor is any particular placement on the exterior of applicant's retail locations claimed as a feature of the mark. Also, no claim is made to the call-out bubble depicted in the broken lines.