The mark consists of The word Black signifies the type of tour products sold that amplify Black history and culture. The word Cultural signifies the type of Black cultures included in tours through food, music, dance, and art. The word Heritage signifies the history and storytelling about Black people and the word Tours signifies how the Black cultural heritage experience is delivered through single and multi-day walking and bus tours. The multicultural colors used in the brand signifies that Black people are not a monolith and are multi-faceted in many ways.