The mark consists of the wording "GOODNESS & CO." in stylized font underlined. Each of the letters appears in the same color as the underline beneath the corresponding letter. The "g" and underline beneath it is lime green, the "o" and underline beneath it is dark green, the "o" and underline beneath it is periwinkle, the "d" and underline beneath it is cobalt blue, the "n" and underline beneath it is navy blue, the "e" and underline beneath it is dark yellow, the "s" and underline beneath it is red, the "s" and underline beneath it is fuchsia, the "&" and underline beneath it is fuchsia, the "C" and underline beneath it is fuchsia, the "o" and underline beneath it is fuchsia.