The mark consists of a generally rectangular shaped label with a gradient brown background with the words "JIM BEAM" in black and in an arc above a red medallion on gold ribbon with a central white letter "B" and with the white words "BEAM FORMULA" and "A STANDARD SINCE 1795" in white in a circular manner on the upper and lower halves of the medallion. Below the medallion are the words "DEVIL'S CUT" with smaller wording "90 PROOF" in black to the lower left of the word "CUT," all above the words "KENTUCKY STRAIGHT BOURBON WHISKEY" in gold and on two lines above a decorative horizontal gold lattice design at bottom center. The top and bottom edges of the label are jagged as if charred wood in gradient black and brown on the top edge and with the bottom edge in jagged black. The dotted lines on the drawing are used to indicate an area of the label with non-mark matter.