The mark consists of the wording "KEEFE'S NORTHERN WATERS VACATION RENTALS WISCONSIN". "KEEFE'S" appears in small white print font. The wording "NORTHERN" appears below "KEEFE'S" in much larger white, script font. "WATERS" appears below "NORTHERN" in the same style as "NORTHERN". "VACATION RENTALS" appears below this in blue print font. "WISCONSIN" appears below "VACATION RENTALS" in white print font. All of the wording except for "VACATION RENTALS" appears within a blue shaded circle. "VACATION RENTALS" appears within a yellow banner that crosses the bottom portion of the blue shade circle. There is a white shaded circle outlining the blue shaded circle, and another blue shaded circle outlining the white circle. Above the wording in the mark, and still within the blue shaded circle, is a design of a yellow sun with a silhouette of a blue man against it, all sitting above blue water. The blue water appears in a lighter shade than the circle.