Type specificaton by Stefano Renzetti

type specification

Stefano Renzetti

Contents

4...........................................grid 10.........................................type 24........................structure 32................................colour ...................and images 40.....................oversights

grid

220 mm

180 mm

grid system I took inspiration for my grid from a cooking book I found in the library; this had to be adapted for all the different parts of the book that are different for contents and amount of text. It is divided in 10 horizontal sections but the first and last sections near the margins are different. The idea at the begining was to have a grid to put images of diferent sizes on top, but then the grid that I chose had to permit a correct placement of all the various sized imaged. I chose to use this wide grid to allow the insertion of large images and large portions of text, such as the first part of the book (History), as well as the more schematic parts such as the ingredient lists and recipes in the final part of the book.

Top margin: 10 mm

Bottom margin: 10 mm

Outside margin: 13 mm

Inside margin: 13 mm Columnes: 6

10 mm

13 mm

13 mm 23,2 mm

3 mm

america loves pizza

izza first made its appearance in the United States with the arrival of Italian immigrants in the late 19 th century. This was certainly the case in cities with large Italian populations, such as Chicago, New York City, and Philadelphia where pizza was first sold on the streets of Italian neighborhoods. At the end of the 19 th century over 4 million Italian immigrants arrived in the USA, most of them in New York. People bring what they know and what they knew was also their local food and so pizza arrived in America. In Chicago, for example, pizza was introduced by a peddler who walked up and down Taylor Street with a metal washtub of pizzas on his head, a copper cylindrical drums with false bottoms that were packed with charcoal from the oven to keep the pizzas hot selling his wares at two cents a chew, this was the way pizza used to be sold in Naples. It was not long until small cafes and groceries began offering pizzas to their Italian - American communities. A young baker named Gennaro Lombardi came from Naples, Italy, and founded the first pizzeria licensed in America in Little Italy, Manhattan. He opened a grocery store in 1897 which was later established as the first pizzeria in America in 1905 in 53 ½ Spring Street. He got the first license with New York’s issuance of the mercantile license. The price for a pizza was five cents. In 1924, Totonno, a “pizzaiuolo” that had worked with him and learned from him, left Lombardi’ s to open his own pizzeria on Coney Island called Totonno’ s. While the original Lombardi’s closed its doors in 1984, it was reopened in 1994 just down the street and is run by Lombardi’s grandson.

Lombardi’ s first american pizzeria

History - 14

15 - History

Queen Margherita of Savoy (1851-1926); “View of Napoli”, 1835; open-air stand pizza in Naples

was the only food of the humble people in Naples during winter and that “in Naples pizza is flavored with oil, lard, tallow, cheese, tomato, or anchovies.” The two most old pizzas are Marinara and Margherita. The older of the two is the Marinara it is called like this because, the “pizzaiuolo” of the Port’ Alba of Napoles, over time, was tired of hearing the sailors asking him to add some taste to this simple pizza. So he decided to find a new ingredient to make it tastier without making it more expensive and he added garlic. The sailors were enthusiastic, and the word got out: since this new flavour didn’t cost any more than normal pizza, it became normal for customers to ask for a pizza the way sailors like it: from there the term “Marinara”.

Marinara and...

The Margherita, topped with modest amounts of tomato sauce, mozzarella cheese and fresh basil is widely attributed to baker Raffaele Esposito. He worked at the pizzeria Pietro... e basta which was founded in 1880 and is still open today under the name Pizzeria Brandi. In 1889, he baked three different pizzas for the visit of King Umberto I and Queen Margherita of Savoy. One was pork fat, chees and basil; other had tomatoes, garlic and olive oil but the Queen’s favorite was a pizza evoking the colors of the Italian flag: tomatoes (red), mozzarella (white) and basil leaves (green). This combination was named Pizza Margherita in her honor. Esposito has also another record, he is the first delivery in the history. It must be said that already in 1830 a certain person named Riccio in the book “Napoli contorni e dintorni”, wrote about a pizza made with tomato, mozzarella and basil.

...Margherita

History - 12

13 - History

Ajet "Mario", Di Meo restaurant and pizzeria, Bristol, uk

i Meo Restaurant & Pizzeria in 314 B Gloucester Road is an italian restaurant run by two italians brothers who came from Lazio, in south-central Italy, to search for their fortune in England exporting the typical italian good food. Aj (called Mario for italians) is the young pizzamaker in Di Meo restaurant and has already been making pizza for 10 years. He learned in England, and like the majority of pizzaioli, he learned from other pizzamakers. He prepares the pizza dough Pizza in the morning, to cook it in the night. “The longer you let the dough rest the better, because the yeast can work properly”. He spreads the dough with his hands, adds the toppings and then cooks it in the oven for a few minutes. The most sold pizza in Di Meo is the Vesuvio and it is topped with: tomato sauce,

History - 32

33 - Pizza Lovers

Put the dough in a floured bowl, cover it with a tea towel and leave it in a warm area for at least an hour. The longer you let the yeast act, the better. I usually leave it for about 4 hours.

Now grease your baking trays with a little bit of oil or butter, this is so the dough won’t burn on the bottom. Spread the dough out as thinly as possible. If you can’t make it with your hands, use a rolling pin.

Homemade Pizza - 54

55 - History

Vesuvio

TYPE

ABCDEFGH IJKLMNOPQ RSTUVWXYZ 0123456789

INTRO

I choose Intro from FontFabric, because I was looking for something bold and with a circular form, friendly but powerful. At the begining I tought it was Futura what I was looking for, but I found Intro more modern and not so frequently used as Futura. I utilized it in the interline mode for the titles of three differents parts of the book (1) and for the questions in the pages with infografich (4). It is used normally for the subtitles of the chapters (2) and, with a red underlining for the interviews’ titles (3).

homemade pizza

Pizza, tomatoes and naples

he innovation that gave us the use of tomato as a topping. For brought to Europe from the Amer believed by Black many Europeans to be p (2) Intro, Regular, 24 pt, Leading 23 pt, of the nightshade family). Howeve common for the poor of the area ar add tomato to their yeast-based flat The most traditional and ancient p made with garlic, oil, tomato and o arecheta). The pizza maker (Pizzaiu the portable oven on his head, full would get quite soft and could be f in popularity, and soon pizza becam to Naples ventured into the poorer specialty. Until about 1830, pizza w out of pizza bakeries. When some p around the ovend, the pizzerias wer this old tradition alive today, it is p paper and a drink sold from open-a Pizzeria Port’Alba in Naples is wide zeria. It started producing pizzas fo to a pizza restaurant with chairs an Pizza Hawaii pizza from the same premises today around 1830 is given by the French Dumas, in his work “Le Corricolo”, Food for poor people

(1) Intro Interline, Regular, 33 pt, Leading 33 pt, Paper

emrah, pizza palace, Bristol, uk

(3) Intro; Regular, 24 pt; Leading 23 pt; Paper. Underline: weight 26 pt; offset -7 pt; C=0, M=97, Y=86, K=0

what do you prefer to drink with your pizza?

(4) Intro Interline; Regular, 30 pt; Leading 35 pt; Paper. History - 44

11 - History

ABCDEFGH IJKLMNOPQ RSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789

Garamond Premier Pro Pizza, tomatoes font is modeled on the roman types of Claude Garamond and the italic types of Robert Granjon, and andThis it isnaples created by Slimbach that has retained the optical characteristics and freshness of the original designs,

while creating a practical 21st century type family. I choose it because I usually prefer font with serif for reading and since I have a lot of text in my book, especially in the first part, I chose this font. I engreesed the original leading because I thought it was better for reading and it makes the text block more lighter.

ood for poor people

he innovation that gave us the flat bread we call pizza was the use of tomato as a topping. For some time after the tomato was brought to Europe from the Americas in the 16 th century, it was believed by many Europeans to be poisonous (as are some other fruits of the nightshade family). However, by the late 18 th century, it was common for the poor of the area around Naples (Napoli in italian)to add tomato to their yeast-based flat bread, and so the pizza was born. The most traditional and ancient pizza, from the 19 th century, was made with garlic, oil, tomato and origan (aglio, uoglio, pummarola e arecheta). The pizza maker (Pizzaiuolo) would roam the streets with the portable oven on his head, full of pizzas. In that state the pizza would get quite soft and could be folded into four. The dish gained in popularity, and soon pizza became a tourist attraction as visitors to Naples ventured into the poorer areas of the city to try the local Garamond Premier Pro, Regular, 11 pt, Leading 14 pt, Black specialty. Until about 1830, pizza was sold from open-air stands and out of pizza bakeries. When some pizza makers started to put tables around the ovend, the pizzerias were born. In Naples pizzerias keep this old tradition alive today, it is possible to enjoy pizza wrapped in paper and a drink sold from open-air stands around the city. Antica Pizzeria Port’Alba in Naples is widely regarded as the city’s first pizzeria. It started producing pizzas for peddlers in 1738 but expanded to a pizza restaurant with chairs and tables in 1830 and it still serves pizza from the same premises today. A description of pizza in Naples around 1830 is given by the French writer and food expert Alexandre Dumas, in15his work “Le Corricolo”, Chapter VIII. He writes that pizza

ABCDEFGH IJKLMNOPQ RSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789

Brody

oven; first “Pizza Hut”, 1958 in Wichita, Kansas; Ric Riccardo and his “Pizzeria Uno” in Chicago

Chicken

Vegetables Bacon

Ham

James, purchased a small pizza store in Ypsilanti, Michiga The Brody font is a handwriting font that used to give more movement and personality to The the layout. Eastern Michigan University. deal wasI used secured by a $ it in the cartoons at the beginning of a new subject in the main paragraph in the historical part payment and the brothers borrowedof$ the 900book to pay for the (1), used with a bigger body inDomiNick’ similar bubbles in the infographic (2)business and inserted in other set uppages a pizza with also just one ovengraphand two tables: s... ics in the last part of the book (4). I created a contrast of forms between it and the Intro font; since it has Pizza. Eight months later, James traded his halfa of the bu similar optic weight used it atoused number the three sections (3). Tom Ifor buy Volkswagen Beetle. DomiNick’s pizz came from the nearby Eastern Michigan University. The c dents didn’t usually cook or have cars and so they had piz to them: the delivery system and nearby hungry college st Doublewere the lucky formula that made Dominick’s pizza a fort cheese owner of the company, Monaghan renamed ... and Domino’ s Sausage the business Pizza, Inc.,in 1965. In 1967, the first Domino’s Pizza fran Pepperoni opened in Ypsilanti. The company logo was originally pla a new dot with the addition of every new store, but this id faded as29 Domino’s experienced rapid growth. The three d the stores that were open at the time (1969). By 1978, the store. The pizza business soon spread acr opened(2) itsBrody; 200 th Regular, 21 pt; Leading 24 pt; Paper. (1) Brody, Regular, 9 pt, Leading 11 pt, Paper the United States: and so there was a need to make all the the exact same way, across the country and the same taste and everything needed to be faster. All Domino’s pizzas h the same ingredients, the same dough and the cooked in s The ovens themselves were changed. Instead of the traditi burning oven, a new system was introduce to cook the piz Dough for two medium pizzas and very fast. Thus, the trade and talent of the “pizzaiuolo vanished. Naturally, some were against this new way of m

homemade pizza

1 1/2 cups warm water (105°F-1 (3) Brody, Regular, 38 pt, Leading 23 pt, Paper

2 1/4 teaspoons of active dry yea (4) Brody; Regular, 17 pt; Leading 21 pt; Paper. or 1 oz (25 g) brewer’s yeast

19 - History

3 1/2 cups bread flour or “00”

1 Tbsp olive oil 2 teaspoons salt

futura lt condesed

ABCDEFGH IJKLMNOPQ RSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789

I used Futura only for the descriptions of historic photos, that is, photos not taken by me, which required an explanation. I chose this sans serif character for its high legibility in small sizes, and being very condensed it is perfect for taking up a small space.

Mulberry Street, NYC, 1900; Lombardi’s Pizzeria oven; first “Pizza Hut”, 1958 in Wichita, Kansas; Ric Riccardo and his “Pizzeria Uno” in Chicago

Futura LT Condensed, Regular, 8 pt, Leading (9,6) pt, C=0, M=0, Y=0, K=40.

18 DomiNick’ s...

James, purchased a s Eastern Michigan U payment and the bro set up a pizza busine

Typographic detail

Pizza, tomatoes I applied a drop cap of two lines at the start of each paragraph but I changed the Garamond Premier Pro into Intro to connect it more with the title above. and naples

america loves pizza

he innovation that gave us the use of tomato as a topping. For brought to Europe from the Amer believed by many Europeans to be p of the nightshade family). Howeve common for the poor of the area ar add tomato to their yeast-based flat traditional and ancient p For the differents centuries that I mention in the history I used the superscript asThe youmost can see in the example made with garlic, oil,below tomato and o arecheta). The pizza maker (Pizzaiu the portable oven on his head, full get quite soft and could izza first made its appearance inwould the United States with thebearrf soon pizza becam th century.and This was certain of Italian immigrants in the latein19popularity, to Naples ventured into the poorer the case in cities with large Italian populations, such as Chicago, specialty. Until about 1830, pizzaNw York City, and Philadelphia where pizza first sold on the some streetp out ofwas pizza bakeries. When th Garamond Premier Pro, Regular, 12 pt, neighborhoods. Leading 14 pt, century over 4 millio Italian At the end ofaround the 19the ovend, the pizzerias wer Kearning 20, Black thismost old tradition today,York. it is p Italian immigrants arrived in the USA, of themalive in New paper and a drink sold from open-a People bring what they know and what they knew was also their Pizzeria Portâ&#x20AC;&#x2122;Alba in Naples is wide local food and so pizza arrived in America. In Chicago, for example zeria. It started producing pizzas fo pizza was introduced by a peddler who up and with down Taylor to awalked pizza restaurant chairs and Street with a metal washtub of pizzaspizza on his head, a copper cylindr from the same premises today drums with false bottoms that were packed withischarcoal from the around 1830 given by the French 19 â&#x20AC;&#x153;LeaCorricoloâ&#x20AC;?, oven to keep the pizzas hot selling hisDumas, wares in at his twowork cents chew, th Food for poor people

Intro, Regular, 11 pt, Leading 14 pt, Kearning 30, Black

the United States: and s the exact same way, acro and everything needed the same ingredients, th The ovens themselves w burning oven, a new sys and very fast. Thus, the For the page numbering I decided to write the section name next to the number. Using the Brody font for vanished. Naturally, som the number and Garamond for the section name.

Pizza, tomatoes and naples

Brody, Regular, 10 pt; Garamond Premier Pro, Regular, 10 pt, Baseline shift 1;

19 - History

C=0, M=97, Y=86, K=0.

he innovation that gave us the flat bread we call pizza w use of tomato as a topping. For some time after the tom I used the italic font of Garamond when using Italian words in the text, such as some ingrediants and some brought to Europe from the Americas in the 16 th century, i Italian pizzamaker tradition. I also used it for the names of pizzarias. believed by many Europeans to be poisonous (as are some ot of the nightshade family). However, by the late 18 th century common for the poor of the area around Naples (Napoli in i add tomato to their yeast-based flat bread, and so the pizza w The most traditional and ancient pizza, from the 19 th centu made with garlic, oil, tomato and origan (aglio, uoglio, pumm Garamond Premier Pro, Italic, 12 pt, Leadingarecheta). 14 pt, Black The pizza maker (Pizzaiuolo) would roam the stre the portable oven on his head, full of pizzas. In that state the would get quite soft and could be folded into four. The dish in popularity, and soon pizza became a tourist attraction as v to Naples ventured into the poorer areas of the city to try th specialty. Until about 1830, pizza was sold from open-air sta out of pizza bakeries. When some pizza makers started to pu 20 around the ovend, the pizzerias were born. In Naples pizzeri Food for poor people

handwriting

These writings are the titles of the different chapters in the homemade pizza section. They are made by hand, and each contains a drawing of hands to indicate the meaning of making the pizza with your own hands.

structure

america loves pizza

Lombardi’ s first american pizzeria

15 - History

History section structure The paragraph is aligned left with the break when a new important point starts; this point is also evidenced by the red cartoons with Brody type inside. The title of each chapter is written on left-side page in the graphic. Each graphic in individual chapters is inspired by the graphics of different historical periods. The subtitle is written in Intro and positioned at the left top of the page.

america loves pizza

Lombardi’ s first american pizzeria

History - 14

15 - History

emrah, pizza palace, Bristol, uk Pizza Hawaii

nyone who explored Bristol even a bit, has definately passed Pizza Palace, since it is located at the heart of the city, 6 St Augustines Parade. You can not find tables inside, but what makes up for this is the fact that you can always meet another pizza lover there. Emrah is originally from Turkey, where he started working in the pizzeria while attending university. In 2002 Emrah moved to Bristol in search for better luck with his professional career; he soon opened his own pizzeria place and named it Pizza Palace. The pizzas have such a good reputation that one of the employes from the neighbouring restaurants, Pizza Hut, comes by often to have his lunch there. â&#x20AC;&#x153;The secrets of a good pizza is to prepare the pizza dough every morning and leave it rest for at least two hours and use fresh ingredients. I divide the dough into smaller portions, which are then ready to serve as the base for the 7, 9 or 13 inch pizza.â&#x20AC;? said Emrah. He enjoys his work immensly and would not want

41 - Pizza Lovers

pizza lovers section structure The chapters with the interviews (Pizza Lovers) are justified with the last line aligned left. In this section on the left page there is a big picture of the person interviewed and on the right page we can see a picture of the most sold pizza in this pizzeria. The Brody type is included in the red graphic as in the history section, with the name of the pizza.

emrah, pizza palace, Bristol, uk Pizza Hawaii

History - 40

41 - Pizza Lovers

shopping list

uckily for students, like me, pizza is a very cheap dish. Obviously the better the quality of the ingredients, the better the taste of the pizza. If for example you can find buffalo mozzarella, parmiggiano cheese or good olive oil you can feel the difference. For the dough, you need flour (type â&#x20AC;&#x153;00â&#x20AC;? is the best), yeast, salt and water. Many people add olive oil to the dough to give it more taste or in some recipes, a small piece of butter is added to the dough. This is just the beginning; then you can choose your favourite toppings and prepare the pizza of your liking. Many people think mozzarella is one of the basic ingredients for the pizza, but in fact you can make it without, like most of the vegetarians do. On the next page you can see the basic list of ingredients for the pizza base. I inserted the proportions that seemed right to me, but after a few tries each person sees what is best for their taste.

49 - Homemade Pizza

homemade pizza section structure This section is the most diverse. I took inspiration from the cooking books and restaurants menu. Like in the History section the title of each chapter is on the left page and the subtitle in Intro in the left top corner on the right page. Each chapter is also divided by a different colour.

shopping list

49 - Homemade Pizza

colour and images

C=0, M=97, Y=86, K=0.

main colour

The colour is heavily influenced by the tomato color. I choose this hot red because it is used so many times on pizza boxes and the white is used as the main part of the pizza colours.

C=0, M=6, Y=22, K=17.

C=0, M=17, Y=78, K=0

C=0, M=61, Y=80, K=2.

C=0, M=91, Y=91, K=17.

C=0, M=0, Y=0, K=100.

other colours

Other colours that I used in the book are in the last section of it, they are more red and saturated more as the proceding is going to an end. Paper color was used instead of white. Black is used for the text.

images

The majority of the pictures in the History are from the internet, but all the rest are made by me. I also tried to make the pictures more â&#x20AC;&#x153;hotâ&#x20AC;? by taking off a little bit of cyan but without altering the image. As you can see in the book, the pizzas are the protagonist; one of the intentions of this book is to make the reader hungry. They hold a more important role in the section where I explain how to make the pizza at home. The main colours of the pictures are connected with the color of the section (in the page with the title).

oversights

In the first proof of the book I noticed that I had forgotten to justify the text in the topping and cooking chapters. I also accidentally ripped the pages while attempting to trim them. I changed paper from the first proof for one more white.