With the logo intentionally designed as something one has to decipher to understand and the word itself not in everyone's everyday lexicon, the initial advertising to introduce the concept to the community had a couple of inherent obstacles to overcome.     Because the word 'grinder' is regional I thought it might be a good idea to define it for the diverse population in Florida. Hence the page out of the dictionary. I did, in fact, give new meaning to the word.     more advertising     signage     promotion