Color is not claimed as a feature of the mark.
"JAPANESE VARIETY STORE" AND "SINCE 1998"
The mark consists of Takashima Japanese Variety Store Since 1998 PLUS design of heart PLUS Chinese characters.
TAKASHIMA JAPANESE VARIETY STORE SINCE ONE THOUSAND NINE HUNDRED NINETY EIGHT
The non-Latin characters in the mark transliterate to "gao dao sheng huo guan" and this means "high island home variety store" in English.