The mark consists of a word element which is composed of two adjoined alphabetical capital letters, namely "J" and "K", and which lettering reads as "JK". That word element of "JK" is then displayed within a design element that adorns the capital "J" and "K" by using a sophisticated and decorative serif-typeface and which also displays ornate serifs at all the beginnings and endings of each of the letter strokes, and with the letter "J" being further decorated with an end-stroke-ball-terminal at the leftward ending footing of the "J". The regal swash serifs adorn both the tops of all the stems of the letters and also all the legs of the "K" to give an extended flourished regal column appearance. Next, the ornate stem of the "J" is elongated below the feet of the "K" to then finally swirl as leftwardly and then upwardly at the bottom of the "J" and giving a motion of reaching outwardly. The stems of the "K" give a rightwardly on-the-move effect with the motions of the top stem rising upwardly and presenting its ornate serifs upwardly and outwardly and with the motions of the bottom stem marching downwardly and presenting its ornate serifs as forwardly. The entire mark is then displayed within a thinly bordered square framework surrounding the mark.