The apotheosis of something.

Yesterday I had a client meeting. Actually, it was a discussion. We talked. Listened to each other, worked things out.

Toward the end of the meeting we went through the six or eleven things the client wanted their tagline to communicate.

For whatever reason I started thinking about the Gotham Book Mart, gone now but until recently one of the world's great bookstore. Gotham had a knowledgeable staff, a large but quirky selection and was the home away from home for many great poets, writers and artists.

But the thing that really got me thinking about Gotham and taglines was the sign shown above. Somehow I think taglines don't get much better than that one.