The mark consists of a silhouette of a man's head from the top of the neck upward and adorned by a large brimmed hat with band, said silhouette centered in a white oval inside a black filled frame, the corners of which being truncated in concave radial fashion; below the framed silhouette, the terms "NAPA VALLEY MERCHANT" in initial capitals followed by lower case letters of stylized font appear between upper and lower horizonal lines; the silhouette further comprising, at the left and right sides of the frame, double vertical lines extending between the truncated corners and parallel to said frame, each pair of said lines featuring two horizontal lines of the same thickness each emanating from a point proximate to a corner between the frame and near the innermost vertical line extending outward past the outer vertical line a predetermined distance before extending at a right angle the same distance away from said corner then extending at a right angle back to and terminating at the outermost vertical line.