The color(s) black, red, white, yellow, gold is/are claimed as a feature of the mark.
The color red appears in the banner containing the words ALWAYS A VALUE and the inside circle containing the letters BC, the color yellow is in the banner containing the words PREMIUM QUALITY, the color gold is in the circular border surrounding the words BOONE'S CROSSING, the words BOONE'S CROSSING are in white and the circle containing the words BOONE'S CROSSING is black.
"VALUE", "PREMIUM QUALITY"