The mark consists of the word "THE" appearing in red lower-case letters stacked above the word "ELF" in gold capital letters outlined in red. The words "ON THE" are below "ELF" in red lower-case letters, stacked above the word "SHELF" in gold capital letters outlined in red. The words "A BIRTHDAY TRADITION" appear in blue script below the word "SHELF" and a grey dotted line. To the right of the word "ELF" appears an elf wearing a suit with red sleeves, a white color, and red legs that cover its feet. The elf has a peach face and hands, white and blue eyes, and brown hair. The elf is also wearing a costume shaped like a cupcake at its middle and a pointed hat that is white with a yellow base, yellow tuft, and has blue, red, and green dots in the middle. The cupcake costume has a yellow base, chocolate brown cake and white frosting with circular sprinkles in blue, red, yellow, pink, purple, green and orange. The elf is standing on a purple chair that features gold and red decorations at its base. A white plate featuring three cupcakes mimicking the design of the elf's costume with a single candle in each sits atop the left arm of the chair. On the chair with the elf is a pink present with a green bow and another cupcake mimicking the design of the elf's costume on a white plate. On the left arm of the chair is a green and white striped bow. To the left of the chair at its base is a red present with a gold bow. Tied to the back of the chair are four balloons with grey strings from left to right, one green, one pink, one yellow one blue. The entire elf design and text are surrounded by a thin grey scalloped circle surrounded by a thicker blue scalloped circle.