The applicant claims color as a feature of the mark, namely, blue, faded to white faded back to blue.
The mark consists of this is our company logo that has a white E on top of a gradient blue to white to blue faded box. along side of it is our company name also with the same fade as the logo. The word effective is on top of sign works. also the letter I in sign is lower case. all other letters in logo are capitals..