"FORMULA"
The mark consists of the words "JIM BEAM" in stylized letters above a ribbon medallion design with the letter "B" and the words "BEAM FORMULA" and "A STANDARD SINCE 1795" above a ribbon design with the words "CELEBRATE 200 YEARS OF PERFECTION".
"JIM BEAM" does not identify a living individual.
as to "A STANDARD SINCE 1795"