The mark consists of AUTHENTIC ESPRESSO arched over the name LA ROCCA, centered, in gold, capitalized, medium size font, LA ROCCA is centered, directly underneath the arched words AUTHENTIC ESPRESSO in large, gold font, with a slight curvature from left to right in the top part of the letter R, leaving space between the base of the letter and the curvature; faint, horizontal, gold lines are directly behind the letters AROCCA, directly centered under the name LA ROCCA is COFFEE COMPANY in smaller, capitalized, gold font, directly centered under COFFEE COMPANY is NEW YORK in smaller, capitalized, gold font; directly centered under NEW YORK is the year 1901 in small, gold font; the background is black.