The mark consists of an orange background with the uppercase words "THE BAIT EVERY FISH WANTS! THE BAIT EVERY FISH WANTS!" with each white, underlined, italicized, uppercase word "EVERY" outlined in black to create a slight shadow and 3D effect centered between the black, italicized, uppercase words "THE BAIT" and the black, italicized, uppercase words "FISH WANTS" beneath which are the white uppercase words "FROZEN" "FROZEN" outlined in brown and highlighted in black to create a slight shadow and 3D effect above the words "BAIT" "BAIT" outlined in brown and highlighted in black to create a slight shadow and 3D effect. Each word "BAIT" left aligns with each word "FROZEN". To the right of the first "BAIT" is a caricature of a green open mouth fish with two brown gill slits in the open mouth, a white googly eye and fins in lighter green, all outlined in black. Light orange air bubbles trail up the first word "FROZEN" to beneath the first word "WANTS!" The tail of the fish curves down to the left towards a black circle outlined in grey with grey uppercase words "EST. 1977" above the capitalized letters "DMF". The capital "D" and "F" are white and the capital "M" is a stylized brown worm with the head of the worm showing two googly eyes resting along the bottom of the "D" while the body of the worm curves to create the letter "M" and the segmented tail of the worm cuts across the lower stem of the letter "F". "DMF" is above the words "BAIT CO." in capitalized white script, all which slightly skew to the left and beneath which the brown upper case words "WATERFORD, MI" are centered and curve along the bottom of the black circle. To the right of the second word "BAIT" is a black circle outlined in grey with grey uppercase words "EST. 1977" above the capitalized letters "DMF". The capital "D" and "F" are white and the capital "M" is a stylized brown worm with the head of the worm showing two googly eyes resting along the bottom of the "D" while the body of the worm curves to create the letter "M" and the segmented tail of the worm cuts across the lower stem of the letter "F". "DMF" is above the words "BAIT CO." in capitalized white script, all which slightly skew to the left and beneath which the brown uppercase words "WATERFORD, MI" are centered and curve along the bottom of the black circle. A white wavy line waves cuts below the black circles with the first circle slightly resting on the line. Beneath the line on a black field are the uppercase white letters "100% NATURAL / FRESH FROZEN / READY TO USE 100% NATURAL / FRESH FROZEN / READY TO USE" with the forward slashes in grey.