The mark consists of the term "JOE'S" shown in black above a circular design which is bordered on the top by the orange wording "FITNESS & NUTRITION" and underneath by the words "BE A HEALTH NUT" in blue. The circular design in the middle has a blue outline which surrounds one female and one male anthropomorphic brown chipmunk standing side by side, wherein the features are shown through light and dark shades of brown, white sclera, brown irises, and black pupils, and a single white tooth in each chipmunk's brown smiling mouth. The female chipmunk is holding dark and light brown acorn, and she is wearing an orange blouse with ruffles, and blue shorts. The male chipmunk to her right, is wearing a black t-shirt with grey highlight lines, and blue pants. Behind the chipmunks is a tie-dye design that starts with the colors red, pink, purples, and blue in the center, blending into the colors green yellow, and orange on the periphery with interspersed white sections in between the color blending. The color white outside the circular design represents transparent background for the purposes of placement only and is not claimed as a feature of the mark.