second read is dead, long live second read

[riffraff]

in tandem with an "extreme makeover" of the interior, second read is changing their name to rock city books and coffee. this is a dumb idea.
branding is not something you idly change just to force all your ducks in a line. i know that rock city is the corporation empire behind rock city roasters, second read, and the former rock city café; however, that does not mean that everything should just have a cookie-cutter "rock city" stuck in.

second read is a better name in every respect:

• it is shorter
  
• it is familiar to 10+ years of midcoast locals and visitors
  
• it is unique
  
• the sign and logo were 100% less fugly than the new sign...

please, suzanne and patrick, so as not to sully the memory of the old second read, change the name back?

pretty please? with whipped cream on top?