The mark consists of a depiction of a maroon devil painted with the colors white, pink, green, orange, red and yellow against a beige background with scrolls inside an oval. The oval is outlined in maroon with a border of maroon spikes. The devil is holding in both hands a maroon and red painted trident that is pointing down. The devil's tail is pointing up and ends with an arrow that is also pointing up. The devil character is depicted with horns, pointy ears, with one leg ending in a hoof and the other leg ending in a raven's foot with talons and claws, and a mischievous expression, smile and its tongue sticking out. A green agave plant appears behind the devil and both are contained inside an oval design. Beneath the devil character is a red three panel label. The first panel of the label consist of a circle with the words "A FAMILY OWNED COMPANY" around the top of the circle and "GENERATIONS" around the bottom of the circle, and small spikes extend from the circle outward. "FOR 10" appears inside a smaller inner circle. Surrounding the outer circle there appear four devil faces in profile with surrounding scrolls and agave plants. The center panel of the label consist of the words "JOSE CUERVO" in yellow at the top, "DEVIL'S RESERVE" in white in the middle, and "RESERVA DEL DIABLO" and "TEQUILA WITH NATURAL FLAVORS" in maroon at the bottom with a line underneath. The wording is surrounded by features of small designs of scrolls, a trident, agave plants and a devil with trident. Either side of the center panel has two maroon tridents pointing up. The third panel consist of a maroon design of a devil's head in profile with its tongue sticking out with a trident going through it surrounded by various scroll designs and agave plants. A maroon rectangle appears at the bottom of the panel with the words "MAS SABE EL DIABLO POR VIEJO QUE POR DIABLO". The entire design has a maroon outline with small maroon spikes extending inwards from the border.