The mark consists of on a gradient brown background the words JIM BEAM in arc in black and gold and a white letter B with words BEAM FORMULA in white above and A STANDARD SINCE 1795 in white below within a red, gold and black medallion at top center, the words DEVIL'S CUT 90 PROOF in black at center; on a black background the words KENTUCKY STRAIGHT BOURBON WHISKEY in gold above a gold lattice design at bottom center; at top right on a gradient brown background the words AS BOURBON AGES, THE ANGEL'S SHARE IS LOST TO EVAPORATION. in black above the words THE DEVIL'S CUT IS TRAPPED IN THE BARREL WOOD-UNTIL NOW. in black above a gold lattice design above the words JIM BEAM DEVIL'S CUT IS A DISTINCTLY BOLD BOURBON, WITH RICH FLAVOR UNLOCKED FROM DEEP INSIDE THE BARREL; the top edge is jagged as if charred wood in gradient black and brown; the bottom side edges are jagged in black.