The mark consists of the words "Brandon McMillan CANINE MINDED" accompanied by an artistic depiction of a dog paw print within a polygon design element. The polygon design element consists of (a) two concentric circles on the left side of the polygon design element, (b) two concentric circles on the right side of the polygon design element, (c) a circle in the middle of the design element with a smaller circle within such circle, (d) a straight line from the bottom left circle to the bottom right circle, and (e) a smaller straight line from each of the top left circle and the top right circle to the center circle. The polygon design element in total is fashioned as a pet identification tag in the shape of a dog bone. For the literal element of the mark, the words "Brandon McMillan" are in a stylized script font with the first letter of each such word capitalized, above the word "CANINE" in all capital letters in a stylized font which is then above the word "MINDED" in all capital letters in a stylized font, in the center of a polygon design element, with a dog paw print to the left of the word "MINDED", such paw print centered in the left lower concentric circle of the polygon design element.