The mark consists of an image of a man with a white face, black hair and a black moustache wearing a red neckerchief that is tied in the front and a brown hat with the brim slightly bent in the front with a dark gray band wrapped around the crown of the hat and a black line between the band and the crown, all of the foregoing is circumscribed by a thin black line; underneath the image of the man beginning on the left but extending under the image itself are the words "Don Lucho MR." in red letters with the "MR." appearing as a small superscript to the right of the "o" in "Lucho"; directly underneath the word "Lucho" is a brown banner with the words "DESDE 1976" in gray letters and a gray dot on either side of "DESDE 1976".