The mark consists of a rectangular shape in the form of a fanciful picture frame within which resides a fanciful scene of a pastoral panorama consisting of green, gold and yellow grassy rolling hills bordered by green forest with a blue mountainous background overset by rolling white cloud formation, tinted with violet, against a blue sky. The stylized word element PURE is shown in gold letters bordered by black outline and followed immediately below by the stylized word MENDOCINO in white lettering bordered by rusty orange and black. The word MENDOCINO transects the picture frame and extends laterally outside of the frame borders at either side. At the bottom of the picture, and enclosed completely within the frame border, are the stylized words FROM THE HEART OF THE COUNTY in black lettering with white borders. A small red symbol surrounded by a oblong circle appears in the lower left hand portion of the frame, denoting artist's stylized signature.