The mark consists of the words Honest Fish for an Honest Price, Arctic Fisheries and Life is Too Short to Eat Bad Fish within a dark blue colored oval shape (the "Oval"). The words Honest Fish for an Honest Price are in white normal faced type and are located in the top portion of the Oval. The words Life is Too Short to Eat Bad Fish are in white normal faced type and are located in the bottom portion of the Oval. There is a white semi-circle line located in the left side of the Oval connecting the words Honest and Life. There is a white semi-circle line located in the right side of the Oval connecting the words Price and Fish. The word Arctic is in bold face type and is positioned above the word Fisheries which is in normal face type. The letters A and R in the word Arctic are colored red with white trim. The letter C is half red and half dark blue with white trim. The letters T, I and C are dark blue. The letters in the word Fisheries are all red. The Oval has both white and dark blue coloring in a "yin-yang" style. There is a light blue trim on the bottom of the Oval. There is a white streak going across the top of the Oval which intersects with the top of the letter A in the word Arctic.