The mark consists of the word "LUCENTE", in silver grey fancy big characters, with grey inner rule and initial "L" of bigger dimension than the other letters, surmounted by the wording "'LA VITE" in grey, superimposed over a variegated brick red background of substantially rectangular shape and horizontal development; it is bounded on the short vertical sides by black and silver grey linear edges, while in the upper and lower central part of the long sides the contour takes a curvilinear shape, forming the drawing of a sun with irregular grey and silver grey rays and black contour, the median part of the sun is partially hidden by the horizontal background mentioned above.