The mark consists of the picture of the head of a cowboy in the center. The cowboy has on a brown hat with a green trim and a red handkerchief. The cowboy has beige skin, orange hair coming out of the bottom of the hat, a red mustache, an orange eyebrow, white eyes with black pupils, white teeth, and black chin stubble. The picture of the cowboy is on a yellow circular background with a white outer circle around it. To the left of the circle is a yellow horseshoe with the wording "NO FLAVOR OIL ADDITIVES" on the right of it in white. To the right of the circle is a yellow horseshoe with the wording "100% SELECT HARDWOODS" to the right of it in white. The wording "WILD BILL'S" is in the lower center of the mark in brown with a red outlining. Below that a rectangle outline in red with the wording "UNTAMED BBQ PELLETS" in black on a white background. The entire mark is on a black background.