The mark consists of a fanciful arrow stylized into a grocery cart with the tail of the arrow forming the handle and basket of the cart. The head of the arrow is looped around into the basket and points toward the front of the basket. Two circles are situated beneath the basket to form the wheels of the grocery cart. Situated to the right of the grocery cart are the words "Hy-Vee aisles online". "Hy-Vee" appears on the top line in a fanciful font with the hyphen formed by a fanciful dot. The word "aisles" appears in a lower case, fanciful font and is situated on the line beneath "Hy-Vee" with the left margins flush. The word "online" appears in a lower case, fanciful font and is situated on the line beneath aisles with the left margin flush with "Hy-Vee" and "aisles".