The Deliverator is a Type A driver with rabies. He is zeroing in on his home base, CosaNostra Pizza #3569, cranking up the left lane of CSV-5 at a hundred and twenty kilometers. His car is an invisible black lozenge, just a dark place that reflects the tunnel of franchise signs - the loglo. A row of orange lights burbles and churns across the front, where the grille would be if this were an air-breathing car. The orange light looks like a gasoline fire. It comes in through people's rear windows, bounces off their rearview mirrors, projects a fiery mask across their eyes, reaches into their subconscious, and unearths terrible fears of being pinned, fully conscious, under a detonating gas tank, makes them want to pull over and let the Deliverator overtake them in his black chariot of pepperoni fire.
The loglo, overhead, marking out CSV-5 in twin contrails, is a body of electrical light made of innumerable cells, each cell designed in Manhattan by imageers who make more for designing a single logo than a Deliverator will make in his entire lifetime. Despite their efforts to stand out, they all smear together, especially at a hundred and twenty kilometers per hour. Still, it is easy to see CosaNostra Pizza #3569 because of the billboard, which is wide and tall, even by current inflated standards. In fact, the squat franchise itself looks like nothing more than a low-slung base for the great aramid fiber pillars that thrust the billboard up into the trademark firmament. Marca Registrada, baby.