A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from June 17, 2006
“In Crust We Trust”
Denino's Pizzeria & Tavern on Staten Island has used the slogan "In Crust We Trust."

"In pizza we crust" is a similar slogan.

Citysearch
Denino's Pizzeria Tavern
524 Port Richmond Ave
Staten Island, NY 10302-1721
(718) 442-9401
Cross Street: Hooker Place

Editorial Profile
Family-run pizza tavern that serves simple, excellent pies.
(...)
In Crust We Trust
Posted by mblaze on 05/06/2004
3 out of 3 people found this review helpful
That's their motto and their claim to fame. The absolutely BEST pizza crust in New York City and possibly the world.

Slice (pizza blog)
Denino's (New York Times)
Entry by adam | September 04, 2004 |
Frank Bruni turns his meal into an adventure, sailing the seas to Staten Island's Denino's. He comes away with this review.
(...)
Denino's has been operating in the Port Richmond section of Staten Island for more than five decades. Its name and legend pop up from time to time in the more comprehensive journalistic surveys of pizza throughout the five boroughs. Food cognoscenti occasionally mention it, just to show how all-encompassing their awareness is.
(...)
The pizza: great and merely good, depending on how many toppings it had. The plain cheese-and-tomato pizza wore its skin tightly, with a sheen that was slightly oily without being remotely greasy. Pepperoni slices had the same formidable virtues.

But Denino's trademark meatball, onions and ricotta pizza was gloppy and chaotic, and the tomato-less pizza with mozzarella, onions and garlic needed more onions, garlic and seasoning than it had.

All of those pizzas, from a brick oven, had terrific crusts, slender and sturdy, that lived up to the aphorism printed on Denino's takeout boxes: "In crust we trust."

In crust we trust. Heh. We'll have to pick up one of those take-out boxes to add to our growing library of pizza memorabilia.

Nice review. It makes me want to hop the ferry myself.

bookofjoe
October 03, 2004
'In crust we trust'
Aphorism printed on the takeout boxes at Denino's Pizzeria Tavern in Staten Island, New York.

It's a nominee for the 2004 bookofjoe Best Slogan Award.

Denino's has been run by the original founders and their descendants since 1937, in the Port Richmond section of Staten Island.

People even come all the way from Brooklyn, and sometimes Manhattan.

Citysearch rates it 9.7 out of 10: pretty impressive.

Frank Bruni, the New York Times restaurant critic, took the Staten Island Ferry with some friends to check it out recently, and wrote about the pizza, "Great, with a terrific crust from the brick oven."

(Trademark)
Word Mark IN CRUST WE TRUST
Goods and Services IC 030. US 046. G & S: Pizza; Pizza crust. FIRST USE: 20080613. FIRST USE IN COMMERCE: 20080613
Mark Drawing Code (5) WORDS, LETTERS, AND/OR NUMBERS IN STYLIZED FORM
Trademark Search Facility Classification Code SHAPES-COLORS-3-OR-MORE Design listing or lined for three or more colors
SHAPES-MISC Miscellaneous shaped designs
Serial Number 77548274
Filing Date August 15, 2008
Current Basis 1A
Original Filing Basis 1A
Published for Opposition January 13, 2009
Change In Registration CHANGE IN REGISTRATION HAS OCCURRED
Registration Number 3597982
Registration Date March 31, 2009
Owner (REGISTRANT) No Limit LLC LIMITED LIABILITY COMPANY CONNECTICUT 246 Post Road East POB 791 Westport CONNECTICUT 068810791
Attorney of Record Jacqueline P. Scheib
Description of Mark Color is not claimed as a feature of the mark.
Type of Mark TRADEMARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR).
Live/Dead Indicator LIVE
Posted by Barry Popik
New York CityRestaurants/Bars/Bakeries/Food Stores • Saturday, June 17, 2006 • Permalink