"Driving at night into the town of Athens, Ohio (pop.3450), four bright coloured signs stood out in the darkness- "Gas", "Drugs", "Beauty", "Food". Here, I thought, is the ultimate, the logos of our time, presented in sublime simplicity. It was like a vision in which suddenly all the complexity of life is reduced to one single inescapable proposition. These signs could have shone forth as clearly in Athens, Greece, as in Athens, Ohio."
Malcolm Muggeridge, 1958.
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