The mark consists of The literal element is the brand name, LaLa Vida, which refers to two registered entities: LaLa Vida LLC (US Treasury EIN 82-1698985) and LaLa Vida Inc (US Treasury EIN 86-1214754). The literal element and the image are both used by both of those two entities which operate in the same class of services and share the same owner. The owner intentionally uses the literal element "LaLa Vida" and the image to represent both entities. The image (the non-literal element) is of a person piloting a hang glider. The hang glider portion of the image is an artistic representation of a real hang glider, but stretched from actual proportions to make the glider appear faster with a longer and thinner profile. The glider and the glider and the pilot are both positioned in a way to mimic the upward trajectory of an upward-sloping line graph (sloping upwards from bottom left to top right). The stylized character in the image, the glider pilot, is intentionally depicted in a way to leave one's imagination open to interpret any sex (male, female or other) of the pilot. The pilot is depicted as elongated with muscles flexed indicating that the pilot is actively pushing the glider, committed to instantly take flight. The pilot's toes are poised over the letters of the brand name integrating the image with the literal element to create the appearance that the hang glider pilot is actually using the letters of the brand name for a firm footing to push off of and take flight.