Type Specification: Everything But It's Squeak

Everything But It’s Squeak

Type SpecimenLouise Kelly

Registration Number: 078–047

Contents

StrategyGridsTypefacesBody CopyHeadingsFoliosQuotationsReferencingRecipe PagesExpressive TypeImageColourProductionAmendments

137

1113141517181925262728

1

Issues such as obesity related health problems have been becoming

more and more apparent over the years, on top of this the way in which

many people view food is turning into something taken for granted.

Food is a necessity in life, but with more and more fast food chains

and convenience stores popping up everywhere, how has it changed

our behaviour and in turn the general health of our nation. Since I was

young I can remember my grandparents telling me that people were

much healthier when they were children, and that no one would dream

of wasting food.

Along with this during last summer my Dad had a health scare in

relation to his liver, the doctors asked about his diet and weather

he drank a lot. It was quite a surprise to me because he goes on

about a two mile walk every morning with our dog and hardly.

After having tests both my parents decided to rethink about the

food they eat. It was really interesting looking into all the rubbish

we were regularly eating by making more convenient food. Within

a few months of being more conscious of what he was eating, my

Dad was given the all clear. From these experiences I went on to

investigate into how differently food was viewed during the Second

World War, with the introduction of rationing.

Life during the war was very different, with items we now take for

granted such as bananas, being so rare they would be auctioned off

to the highest bidder. The wasting of food was considered illegal, even

the peelings were required for use as food for livestock. Luxury items

such as chocolate and sweets were replaced with cleverly devised

alternatives, which in today’s society children would turn their noses up

at. There are many lessons that we as a nation could learn from this era,

which would not only help our health but also possibly our economy.

Strategy

2

The book is divided into two parts with the first part looking at

rationing. Some of the design for this section was inspired by

researching into publications and advertisements from the period.

The second half looks at today’s society and their view on food and

how it has drastically changed, whilst reinforcing the arguments by

using interviews. However, first you have to open the wraparound

cover with the title ‘Everything But It’s Squeak’ printed. This is a saying

coined during the war period, as they literally used every possible

bit of meat. The wraparound represents what many mothers were

presented with during the rationing, the unknown of what was inside

and how they were to survive on it for a week.

The targeted audience is quite broad; it is intended to be accessible

to both a younger generation as well as adults. One of the key aims

of this book is to educate, in extreme circumstances we have had to

survive on minimal amounts of food. Ending by showing how we now

just take food for granted.

3

Grid

1

4

3

2

5 76

4

Page Size: 384pt x 468pt (135.5 mmx 165.1mm)

1. Top Margin: 30pt (10.6mm)

2. Bottom Margin: 30pt (10.6mm)

3. Inside Margin: 42pt (14.8mm)

4. Outside Margin: 30pt (10.6mm)

5. Module Grid: 29.3pt (10.4mm)

6. Gutter: 6pt (2.1mm)

7. Baseline: 12pt

The inspiration for the page size comes from the ration books that were

given out during the Second World War, however it is only based on the

shape. The ration books were actually smaller in size, I chose against

using the exact size because there wouldn’t have been much room for

the content.

When setting up the document I chose to work in point size as to design

everything to be devisable by three. This was done because I wanted the

columns, baseline grid and margins to fit together comfortably.

The use of the nine column grid gave me more versatility with the

content, in an effort to make the book more visually interesting to the

reader.. I chose not to use rows as I felt the baseline alone would give

enough structure for the Images to hang from.

5

Grid In Use

14

The first food stuffs to be rationed were bacon, butter and sugar, and the list was steadily expanded over the following months and years. By the end of the war it included all meat, tea margarine, jam, cheese, eggs, rice, dried fruit, tinned tomatoes, peas, sweets, chocolate and biscuits. Sausages weren’t rationed but you didn’t always know what the butcher had put in them. (Yes, it could be whale meat!) Lord Woolton, the minister for food at the time, realised that the nation’s health could suffer drastically if people failed to feed themselves properly, so he began a vigorous campaign aimed at the nation’s cooks.

He gathered around him a team of nutritionists and home economists, whose meatless ‘ration-book recipes’, that sounded less than appealing, were broadcast on the BBC radio show called: The Kitchen Front. One of the most famous recipes was ‘Lord Woolton Pie’, created at the savoy hotel by Maitre De Cuisine, Francis Latry and named after the minister of food, Lord Woolton. Although it came in various forms Woolton pie was essentially boiled seasonal vegetables in a simple white herb sauce covered either in pastry or mashed potatoes with a little grated cheese… if you had any.

6

42

Waste during wartime was

not only illegal, it was immoral

as well.Marguerite Patten, food writer.

During the war nothing really came that easy for a lot of families, often having to stretch what rations they had in an attempt to feed everyone sufficiently. Many of these families copped with the food shortages by growing small plots of vegetables or by keeping chickens and rabbits for their eggs and meat, this was all part of the dig for victory campaign. The waste of food was forbidden, ‘food’ was described as; ‘anything used by man for food, other than water, and includes any substance which ordinarily enters into or is used in the composition, manufacture or preparation of human food, and includes tea, coffee, and cocoa’. The propaganda that surrounded the subject of food waste was just as persuasive as any other issue related to the war effort, often playing with the reader’s continence making them feel guilty for not taking more care.

7

Typefaces

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890







Minion Pro

Regular Italic

BoldSemi Bold

8


abcdefghijklmnopqrstuvwxyz

1234567890

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

abcdefghijklmno

pqrstuvwxyz

1234567890

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

abcdefghijklmno

pqrstuvwxyz

1234567890



House Slant

Cooper Std

Copperplate Gothic Std

Brush Script MT

Regular Bold

Black Italic

9

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmno

pqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmno

pqrstuvwxyz1234567890

Trade Gothic

Regular Italic

Bold

Typefaces

10

Minion Pro

House Slant

Cooper Std

Trade Gothic

Copperplate Gothic Std

Brush Script MT

Used primarily as body copy, however also used for headings and quotes. Reason for

choosing Minion is that with being a serif typeface it is easily legible at smaller sizes,

so ideal for the body copy. Also personally I find it works well with the content, by

using a serif gives the book a more serious feel to it.

This has been used predominantly throughout for quotes, statements and as

expressive type. The reason for choosing this particular typeface is to resinate with

the hand rendered feel I found in a lot of my research into the advertisements of the

period. Also it has a playful nature to it that gives relief to this quite serious and in parts

dry subject.

Again another typeface used as a one off over a double page spread at the beginning

of the book. From research into the advertisements of the time, showed a variety of

different styles of typefaces in use. This piece of expressive type was deigned around

the small adverts found in magazines and papers of the time.

This was only used on pages 11 and 12 as part of the food chart, this was inspired by

a chart made from the war. Which was a piece of information graphics to guide the

public on what to eat.

This was used as a one off on page seven to emulate food tokens but also giving

information on the rations given. The typefaces used in the ration books were very

basic, however from research into tobacco and petrol ration books inspired me to

use Copperplate.

This was used in conjunction with Cooper as part of a piece of expressive type, using

inspiration from magazine advertisements during the war. By using this, I hope the

reader would feel more engaged in the book.

11

Body Copy

4

Every country imports goods, which they can’t make or grow themselves, but at the time the war broke out, Britain relied on other countries to a worrying degree. More than 50 million tons of food was being shipped every year – and that amounted to a staggering 60 per cent of everything we ate.

With the UK being an island it meant that we couldn’t easily be overrun by an invading force like so many European countries were from 1939 onwards, but it also left us dangerously isolated, unless we could control the seas around us. However those waters were patrolled by fast German e-boats carrying guns and torpedoes, while beneath the waves enemy U-boat submarines hunted our merchant vessels in deadly ‘wolf packs’ which would come to the surface at night to fire their torpedoes.

1. 1. Body Copy: Minion Pro, Regular, 9pt/12pt Leading, C=0 M=0 Y=0 K=90,

Aligned Left, Tracking Range -15/+15

1

12

2. Body Copy: Minion Pro, Regular, 9pt/12pt Leading, C=0 M=0 Y=0 K=90,

Aligned Centre, Tracking Range -15/+15

3. 3. Small Caps: Minion Pro, Regular, 9pt/12pt Leading,

C=30 M=100 Y=100 K=40, Alligned Centre, Tracking Range -15/+15

38

SHEEP HEAD-

No, you didn’t eat the head itself, but a flavour some dinner could be made by putting one in

a pot with vegetables.

2

3

13

Headings/Folios

Here in the UK, we have a vast quantity of food readily available to us; from farmer’s markets to corner shops to supermarkets. It’s not likely that you can’t find something you like. In many ways we almost have too much food, if you look in the terms of waste we produce. However if you look back about seventy years you will be able to find a completely different story. This was a time when food supplies were limited and the nation had to take drastic action.

Through this book you will see how during the Second World War our nation survived when food wasn’t so plentiful and drastic action had to be taken. How was it overcome and what we can learn and use ourselves from this hardy time.

Introduction1

1. Heading: Minion Pro, Bold, 30pt/42pt Leading, C=0 M=0 Y=0 K=90,


14

4

Every country imports goods, which they can’t make or grow themselves, but at the time the war broke out, Britain relied on other countries to a worrying degree. More than 50 million tons of food was being shipped every year – and that amounted to a staggering 60 per cent of everything we ate.

With the UK being an island it meant that we couldn’t easily be overrun by an invading force like so many European countries were from 1939 onwards, but it also left us dangerously isolated, unless we could control the seas around us. However those waters were patrolled by fast German e-boats carrying guns and torpedoes, while beneath the waves enemy U-boat submarines hunted our merchant vessels in deadly ‘wolf packs’ which would come to the surface at night to fire their torpedoes.

2. Heading: Minion Pro, Bold, 36pt/42pt Leading, C=0 M=0 Y=0 K=0,

Aligned Right, Tracking Range -15/+1

3. Folios: Minion Pro, Italics, 9pt/12pt Leading, C=0 M=0 Y=0 K=90,

Aligned Right, Tracking Range 0

48

Today. 2

3

15

Quotations/Reference

30

Grated carrots replaced fruit in a Christmas or birthday cake

Anne ButcherCivilian during WW2

It would last for 2–3 days so it made most of the rationed meat

Jean MooreCivilian during WW2

1

3

5

1

2

4

4

44

They had their own farmyard fragrance, hard to describe, but

I can still smell it!Christine Tolton

Remembering the food waste bins

16

Waste during wartime was

not only illegal, it was immoral

as well.Marguerite Patten, food writer.

6

4

1. Quotation: House Slant, Regular, 36pt/36pt Leading,

C=0 M=0 Y=0 K=0, Aligned Centre, Tracking Range 0

2. Reference: Minion Pro, Regular, 9pt/12pt Leading, Small Caps,

C=0 M=0 Y=0 K=0, Alligned Centre, Tracking Range 0

3. Quotation: Minion Pro, Bold, 30pt/36pt Leading,


4. Reference: Minion Pro, Bold, 9pt/12pt Leading, Small Caps,

C=30 M=100 Y=100 K=40, Alligned Centre, Tracking Range 0

5. Quotation: House Slant, Regular, 36pt/36pt Leading,


6. Quotation: Minion Pro, Bold, 48pt/48pt Leading,


17

Reference

ReferencesInformation Sources1940sexperiment.wordpress.comwww.bbc.co.uk/historywww.birmingham.ac.ukwww. carrotmuseum.co.ukwww.culture24.org.ukwww.guardian.co.ukwww.homesweethomefront.co.ukwww.imp.org.uk www.keepcalmcarryon.me.ukwww.myglyw.org.ukwww.myrebody.comwww.spartacus.schoolnet.co.ukwww.stmgrts.org.ukwww.thebigworld.co.ukwww.the gingerpig.co.ukwww.tristramstuart.co.uk

BooksCooking for Victory, Celebratory Food on Rations – Marguerite Patten OBERations a Very Peculiar History – David Arscott

Designed By: Louise KellyPartly Written By: Louise Kelly

Printed By: Ripe Digital, Unit 1, Park Lane Ind Est, Corsham, Wiltshire SN13 9LG

1. Reference: Minion Pro, Regular, 9pt/12pt Leading, C=0 M=0 Y=0 K=90,


2. Reference: Minion Pro, Semi Bold, 9pt/12pt Leading, C=0 M=0 Y=0 K=90,


1

1

2

2

18

Recipe Pages

3 4 5 67 16

Woo

lton

Pie

prep

arat

ion

tim

e: 4

5 m

inut

es. c

ooki

ng

tim

e: 3

0 m

inut

es 6

– 8

hel

ping

s.

Mos

t peo

ple h

ave t

heir

own

inte

rpre

tatio

n of

this

recip

e. Ba

sical

ly, it

is m

ade w

ith m

ixed

veg

etab

les,

a sa

uce a

nd a

topp

ing,

whi

ch w

as tr

aditi

onal

ly

pota

to p

astr

y.

1lb

dice

d po

tato

es,

1lb

dice

d ca

ulifl

ower

,1l

b di

ced

swed

es,

1lb

dice

d ca

rrot

s,3

– 4

sprin

g on

ions

,1

teas

poon

ful o

f Ve

geta

ble

extr

act,

1oz o

f oat

mea

l or

rolle

d oa

ts,

4oz s

elf-

raisi

ng

flour

,A

pin

ch o

f sal

t,1

– 2o

z fat

,4o

z mas

hed

pota

to

Peel

the v

eget

able

s, di

ce in

to sm

all c

hunk

s and

add

to th

e pan

. Top

and

tail

the s

prin

g on

ions

, cho

p in

to sm

all p

iece

s and

add

to th

e pan

alo

ng w

ith

one

teas

poon

of v

eget

able

extr

act a

nd th

e oat

mea

l or

rolle

d oa

ts. C

over

the v

eget

able

s with

wat

er an

d pl

ace o

n th

e coo

ker t

o bo

il an

d so

ften.

Put t

he fl

our a

nd fa

t in

a m

ixin

g bo

wl,

rub

toge

ther

un

til it

look

s lik

e bre

ad cr

umbs

. Gra

te 2

oz o

f raw

po

tato

es a

dd th

ese t

o th

e mix

ing

bow

l with

a li

ttle

wat

er a

nd w

ork

into

a p

astr

y m

ix (y

ou w

ill n

eed

to w

ork

quic

kly

so th

e pot

ato

does

not

turn

the

past

ry g

rey)

.

Rem

ove t

he v

eget

able

s fro

m th

e coo

ker,

drai

n an

d pl

ace i

n a

pie d

ish. F

lour

the s

urfa

ce a

nd ro

ll ou

t th

e pas

try

to th

e siz

e nee

ded

to co

ver t

he p

ie d

ish.

Plac

e the

pas

try

over

the e

dges

seal

ing

the e

dges

to

the p

ie d

ish,

trim

the p

astr

y an

d m

ake a

few

cut

s in

the p

astr

y to

let o

ut th

e ste

am d

urin

g co

okin

g.

Brus

h th

e sur

face

s with

milk

. Pla

ce in

a m

oder

ate

oven

for h

alf a

n ho

ur.

3. Title: Minion Pro, Regular, 24pt/30pt Leading, C=0 M=0 Y=0 K=90,

Aligned Centre, Tracking Range 0, Rotation 90˚

4. Small Caps: Minion Pro, Regular, 9pt/12pt Leading,

C=30 M=100 Y=100 K=40, Alligned Centre, Tracking Range 0, Rotation 90˚

5. Body Copy: Minion Pro, Italics, 9pt/12pt Leading, C=0 M=0 Y=0 K=90,

Aligned Centre, Tracking Range 0, Rotation 90˚

6. Body Copy: Minion Pro, Regular, 9pt/12pt Leading, C=0 M=0 Y=0 K=90,

Aligned Centre, Tracking Range -15/+15, Rotation 90˚

7. Rule: 1pt, 57.095 mm

19

Expressive Type

6

More than

50 MILLION tons of

FOODwas being s

hipped every year

1 2

1. Expresive Type: Brush Script, Italic, 36pt/36pt Leading,

C=0 M=0 Y=0 K=0, Aligned Centre, Rotation 12˚

2. Expersive Type: Cooper, Black, 72pt/72pt Leading,


20

3

3. Expresive Type: Copperplate, Bold, 12pt/15pt Leading,


TEA

MARGARINE

SUGAR

BACON/HAM

BUTTER

FRESH EGG

PRESERVES

CHEESE

COOKING FAT

SWEETSEVERY MONTH EVERY 2 MONTHS

21

Expressive Type

12Eat something from each group everyday

Group 1 Group 2 Group 3 Group 4

PROTECTIVE FOODSENERGY FOODS

BODY BUILDING FOODS

Build the body and prevent the tissues

wearing out

MILKCHEESEEGGSMEATFISH

Many vegetable foods such as peas

and beans, bread and potatoes, help in

bodybuilding; but they are not as good as

these five.

Give protection from illness

Protection foods are needed for proper nour-

ishment. They build the teeth and bones and

help the body resist infection.

Provide fuel for the body

POTATOESBREADFLOUR

OATMEALRICE

SUGARDRIED FRUIT

HONEYCHEESEBUTTER

MARGARINEDRIPPING

SUETLARD

BACONHAM

MILKBUTTER

MARGARINECHEESEEGGS

HERRINGSSALMON

LIVER

POTATOESCARROTS

FRUITSALADS

TOMATOESGREEN VEGETABLESWHOLEMEAL BREAD

BROWN BREAD

FOOD

CHART1

2

3

4

5

6

1. Expresive Type: House Slant, Regular, 48pt/40pt Leading,

C=30 M=100 Y=100 K=40, Aligned Centre

2. Expersive Type: House Slant, Regular, 18pt/21pt Leading,


3. Expresive Type: Trade Gothic, Bold, 15pt/18pt Leading,


4. Expersive Type: Trade Gothic, Regular, 10pt/12pt Leading,


5. Expresive Type: Trade Gothic, Italic, 7pt/12pt Leading,




22

7. Expresive Type: Minion Pro, Bold, 72pt/72pt Leading,

C=30 M=100 Y=100 K=40, Aligned Centre, Rotation -9˚


C=0 M=0 Y=0 K=90, Aligned Centre, Scew 27, Rotation -30˚

Dig For VictoryCarrots

help you see in the

blackout

7

8

23

26

100,000 tons of

CARrOTS surplus

to requirements

War was over but

46

In 1945 the war had ended, however the hardship was not over yet. Bread and flour, had never been restricted during the war, but were put on the ration list in 1946. There couldn’t have been a more depressing confirmation of something, the British people had already come to realise – that the military victory, however sweet it tasted at the time, it had solved nothing economically. Nothing could be done about it, of course, and potato rationing (also unheard of during the war) was imposed the following year. Things had actually got worse.

It wasn’t until the 4th of July 1954, that rationing came to an end with meat being the last product to come off the restriction. By the end of rationing there was defiantly a relief that it was over, however the generations that lived through this period of our history did learn some valuable lessons.

rationing wasn't.

UK Households waste 25% of all the food

they buy

1

2

3

4

Expressive Type

24

56

Food is a necessity, there is no doubt about that but the way in which so many people in society treat this commodity is becoming increasingly worrying. With the increase in fast and convenient food available we are also seeing a decrease in the welfare of health, to be specific obesity is on the rise to a worrying rate. According to research from the University of Birmingham: “Obesity rates in the UK are the highest in Europe and have increased dramatically over the past few years to such an extent that in excess of 20% of the population are now obese and the costs to the UK economy exceed £3 billion per year.”

A reason for the increase in obesity is the intake high sugar and saturated fats in our diets, found in foods often considered to be a cheaper option. This however in many cases is not true, in fact by planning ahead and buying the raw ingredients for a meal then cooking from scratch, the cost can be greatly reduced. This not only saves money but can also, allow for a healthy diet, increased knowledge and skill of cooking. Carolyn Ekins is someone who is championing this argument, since she carried out her “1940’s Experiment” in an attempt to lose weight and overall become a more healthy and happy person.

Obesity

rates in the

UK are the highest

in Europe

5



2. Expersive Type: Minion Pro, Bold, 54pt/48pt Leading,

C=0 M=0 Y=0 K=90, Aligned Left

3. Expresive Type: Minion Pro, Bold, 54pt/48pt Leading,

C=0 M=0 Y=0 K=0, Aligned Left



5. Expresive Type: Trade Gothic, Italic, 143pt/163pt Leading,


25

Images

Illustrations on the cover and pages 20 and 24 were vectored on

Illustrator CS5 by myself. As for the illustrations on pages 33 to 38 they

were hand drawn and scanned in.

All photos were sorced.

Black and White: 300dpi

Red: Photoshop CS5, 300dpi, greyscale, red colour with multilpy filter.

26

Colour

C=30 M=100 Y=100 K=40

C=0 M=0 Y=0 K=90

I decided that I wanted to keep the book quiet simple and so chose to only use two

colours, this was in both the type and the imagery. The reasoning of the black was to

be used mostly as the base colour. Most of the source imagery was black and white,

and so this seemed the obvious choice. However I didn’t want it to be too harsh on

the eye so reduced it to 90% black. As for the red colour I wanted it to resinate with

the title of the book, which is a saying from the war and is in relation to the use of

meat. So this deep red is representing the colour of blood from meat.

27

Production

Printing: Ripe Digital – HP Indigo 5500 press

Binding: Perfect bound

Wrap Stock:

Brown Paper, 90gsm

Cover Stock:

Evolution 100%, 250gsm

Pages Stock:

Evolution 100%, 120gsm

28

Amendments

60

It was difficult, but each time it got easier, especially as the weight came off. When I lost 25 lbs I had a kind of epiphany which moved me to tears. I had gone for a walk on a glorious autumn day and for the very first time I was pain-free and I was truly able to absorb the beauty of my surroundings.

Some people might consider this a “fad diet” or an unhealthy choice. Is the diet nutritionally sound? What would you say to the sceptics?

This is absolutely NOT a fad diet. It is an experiment to see if following a diet without processed and convenience foods, making healthy food choices like eating all your vegetables and consuming less refined sugar, meat and dairy and being more active has an effect on one’s health – it does in a very positive way. What would I say to the skeptics? Try it…

Pamela S.www.myrebody.com

Where did you come up with the idea of the 1940’s Experiment, and can you describe the concept?

I am very interested historically in food and

recipes. Also I really admire the women and families on the home front during WW2, and wanted to experience, in a small way, how they coped and adapted to food on ration. I was extremely curious in the reports that despite food rationing, people’s overall health improved. So several years ago, when I was 39, I gave it a great deal of thought and decided on my 40th birthday I’d attempt to live on an authentic WW2 diet… I lost 57 lbs.

I’d tried all sorts of diets before with limited success and the more I read and researched, the more I became convinced that the solution was simple; eat lots of fresh vegetables, fruit and whole foods, dump the processed and convenience foods, reduce consumption of meat and dairy, start moving around more and get back to cooking from scratch again. How it used to be…

How difficult has it been to follow your diet plan? Do you find that you miss the convenience of modern food? Do you feel that you are missing out or depriving yourself?

Initially, it was very difficult in two ways. Firstly, my body was so used to reaching for junk and convenience food, the first couple of weeks, as my body detoxed itself

Widows: I have made a few obvious errors as shown

above, however these can easily be rectified through

adjusting the tracking slightly.

Documents

Type Specification: Everything But It's Squeak