The mark consists of the stylized word "CUERNAVACA" appearing below a decorative design of a calavera (sugar skull). The skull is adorned with stylized roses across the top, a heart shape on the forehead, and various ornamental floral and geometric patterns throughout. Within the skull design are depictions of a sombrero with a mustache below it, two wrestling masks, two pyramids, agave plants, chili peppers, two stone mortars with pestles, a halved lime, two trumpets, four shot glasses, and two torch-like shapes. Radiating lines appear on both sides of the skull.