The color(s) The mark consists of the word "Cognovation" as the base of the trademark which represents the joining of COGnition ("Science of thinking") and ("+") inNOVATION ("Art of action"). "Cognovation" stands alone against a white background with the first three letters ("Cog") in red lettering and the last eight letters ("novation") being in black lettering. The meaning of cognovation ("Science of thinking + Art of action") is in white font in front of a black rectangular box. Above these two textual elements, there are seven people building up higher to the middle person (fourth from the left) who has a light bulb representing the new idea that the team created together. The lit light bulb is primarily yellow with twelve radiating rays of yellow and a small white band between the lit bulb and the black bulb fixture. The seven people are all of black color except for three of the seven people are different colors representing the cognitive diversity of the team. The three people that are colored are arranged so that third from left is orange, the fifth from the left is blue, and the seventh one from the left is green. The color of the fonts (for the red "Cog") and people are claimed as a feature of the mark. All colors & the black have gradients. The percentages below are for the base colors. Red: C=0, M=80, Y=95; Blue: C=84, M=35, Y=5; Green: C=46, M= 6, Y=100; Yellow: C=0, M=10, Y=80 is/are claimed as a feature of the mark.