The mark consists of a black, mechanical cog that represents the machinery to roast coffee. The cog is circular and has eight, rectangular ridges that protrude from the outside of the circle. Within the cog, there is another white circle. Within the interior white circle, there are 12 white dots arranged circularly like the numbers in a clock. Within these 12 dots, there is a white circle with a diagonal black line on the top that is representative of a temperature gauge. Below this are white lines that define a shape that looks like the bottom half of a circle. The top part of this shape features two small rectangles connected by a white line which is representative of a discharge door on a coffee roaster. There is another full white circle within this shape representative of a sight glass on a coffee roaster. Additionally, on top of the main black, circular cog is a black image shaped like a meter. The meter has one white line that goes horizontally across. There are also five white dots along the top of the meter and two vertical white lines that go from the top of the meter to about two-thirds of the way down to the bottom. Finally, there are also three black lightening bolts of similar size on top of the meter. To the left of these images is the word "ESTD" and to the right is the number "2014." Below the images is the word "TURNING POINT" in capitalized bold letters. Under "TURNING POINT" is the word "COFFEE" in italics. Under "COFFEE" are the words "SAN FRANCISCO.CA" in all capital letters.