The mark consists of a hexagon with a blue background which is framed within a wide silver line and with a narrower gold line inside the hexagon, on the top left appears a gray banner with a gold border, the banner is placed on top of a drawing of green and white agave leaves, and the word PLATA appears below the banner in gray, to the right of the banner is an oval with a gold frame enclosing a drawing of a one story building and workers in brown and beige with a gray sky and white clouds; the words "RESERVA DE LA FAMILIA" appears on two lines below the framed oval in silver on a dark background and is bordered by silver lines with curved ends, the word "PLATINO" in silver appears below the wording RESERVA DE LA FAMILIA and is flanked on the right and left by representations of 2 gold coins, the words "JOSE CUERVO" also in silver and gray appear below the word PLATINO and the top of the neck and cap of the bottle are coated in blue with a small blue ribbon extending down from the lower edge of the blue neck coating and a shield design imprinted in the middle of the neck, with the word PLATINO under the neck in silver on a blue and silver background.