Living Within Our Means

living withinour means

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這是中國

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our purposeas the united states of america

is to produceconsumer goods.

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“We have enough stuff to meet the basic needs of everyone in the World; it’s just not distributed Well enough. We have a shortage of sharing rather than a lack of enough.”

(the story of stuff)

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The purpose of this campaign is to create more awareness of how much we consume, what it looks like, what it does and how to alter our habitual instincts of consumption; specifically addressing the issue of consumption: what fuels it and what do we change in order to prevent it?

The influence of corporations on governmental regulations is controlling our modern day government. The government should be for the people, by the people and of the people. It’s their job to watch out and take care of us. But it is now spending more time trying to make corporations happy as opposed to it’s people. There is a manufactured demand that scares, seduces and misleads the consumer. The problem is our behavior, not the people; we are living in a “Materials Economy” which is running a linear system on a finite planet. But this system can’t be indefinite, and we are witnessing the system meeting its limits. We must design a new road map that is a “middle way” between deprivation and luxury that begins with our actions. There is only one rational solution to our predicament, and it involves fundamental cultural change and drastic action. We must, as a society, transition quickly; beginning immediately with a sustainable lifestyle paradigm in which we live completely within our means ecologically and economically.

Introduction to the problem

Numerical evidence

Collective consumption changes

Individual lifestyle changes04

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51% of the world’s largest economies are corporations which are triumphing government organizations by 2%.

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&supply

demand

intr

oduc

tion

use it up, wear it out, make it do or do without

Quality, not Quantity

conscious consuming

simple living

“The Goods Life”

Waste not / Want not

Artificial demand

WHAT DO WE HAVE? A material’s economy WHAT DO WE NEED? An alternative economy

voluntary simplicity

take-make-Waste model/take-make-Waste model/ta

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ake-

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odel /

work-watch-spend work-watch-spend work-watch-spendwork-watch-spend work-watch-spend

Toxins in... Toxins ouT

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HaVe you eVer asKed yourselF?

Why do electronics break so fast, have a 30 day or less return policy, and are cheaper to replace than to repair?

Why are entire production factories in other countries and how can they still sell a product for a few dollars when it’s traveling so far?

if you buy a radio for $4.99, how does that cost cover the mining of metal in south Africa, petroleum in iraq, plastics in China, assembling fees in Mexico, the shelf space in the store, the employee’s salary at the store and the importation?

The reality is: we don’t pay for the stuff we buy.

‘Fresh Kills landfill’ in staten island, new York, covers 4.6 sq. miles and has a volume great than that of the Great Wall of China and reaches 80 feet taller than the statue of Liberty.

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12 billiondollars are spent in europe and the united states on perfumes.

is the amount of military spending that occurs worldwide annually.

$780 billion

$50what are our global priorities? We spend

worldwide on the purchasing of narcotic drugs yearly.

billion

billion dollars

billion dollars

billion dollarson cosmetics

tHirty-FiVe

$400 billion dollarsspent on cigarettes in Europe and another

are spent in the purchasing of alcoholic beverages in europe yearly.

is spent purchasing business entertainment in Japan yearly.

spent every year in the united states.

This is how much money people in Europe spend to purchase ice cream yearly.

8eleven

one hundred & fivebillion dollars

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alternative economy

economic growth

artificial demand

consumption

i=pat

Criticality about the tools we use and the way in which they relate to our environment.

An increase in economic activity ranging from trade, services, production and consumption; which also implies an increase in amount of natural resources extracted from the earth, run through the economy, turned into products and returned back to the earth as waste.

The premium desire for something that in absence of exposure to the vehicle of creating need would not exist.

The word “consume” originally meant to destroy, as by fire or disease, to squander, to use up; but in this book it refers to the buying of commercial products in excess when they are not needed.

A mathematical equation that relays: impact=population x affluence (consumption) x technologies used. So, fewer people consuming much more stuff still increases impact. However, more people consuming less stuff could decrease our impact.

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term

inol

ogy

local living economy

sustainability

perceived obsolescence

“trickle-down-economy”

planned obsolescence

By working cooperatively, locally-owned businesses and conscious consumers can create an alternative to corporate globalization that brings power back to our communities by building sustainable local economies – living economies that support both natural and community life.

Everything that we need for our survival and well-being depends, either directly or indirectly, on our natural environment. Sustainability creates and maintains the conditions under which humans and nature can exist in productive harmony, which permit fulfilling the social, economic and other requirements of present and future generations.

Another marketing technique that fuels the ideal of making products break at high rates so they get thrown away and need constant replacement, ie: computers, shoes, mops, etc.

A situation in which benefits such as tax cuts are given to the wealthy so that they’ll invest more in businesses, which in turn create more jobs for the middle and lower classes.

A marketing technique that convinces consumers to throw away products that are completely useful in order to stay in with the trend, ie: fashion, technology, etc.

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$6 million $8 million

$9 million

$12 million

$13 million $17 million

$11 million

$13 million

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“Nothing is more important to human beings than an ecologically functioning, life sustaining biosphere on the earth. It is the only habitable place we all know of in a forbidding universe. We all depend on it to live and we are compelled to share it; it is our only home…

(joseph guth, science & environmental health network)

the earth’s biosphere seems almost magically suited to human beings,

and indeed it is, for we evolved through eons of intimate immersion within it. we cannot live long or well without a functioning biosphere, and so it is worth everything we have.”

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consumerism by converting the buying and use of good into a ritual

Was designed.

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extraction

We take up 5% of world population, but consume at a rate of 30%. in fact, if everyone in the world consumed at the rate of the united states we would need a total of 3-5 planets to sustain ourselves.

(us trashing the planet)

in the last decades one

third of the planet’s natural

resources were all consumed

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noW undrinkableof water ways are

40%

Extraction means taking the planet’s resources- wood, minerals, coal, fossil fuels, water, plants, animals, and soil out of the earth and starting their journey through the materials economy. The problem here is threefold: we’re using too much stuff, the processes by which we extract all that stuff cause more damage and we’re not sharing the stuff equitably.

We’re trashing the planet. We’re using and wasting more resources each year than the earth can renew. And on top of using too much, the processes we use to extract all that stuff like clear cutting forests, mountain top removal mining, bottom trawling fishing and others further damage ecosystems, change the climate, wipe out species, use up water and create pollution. In a globalized economy, the risks of extractives industries are disproportionately born by communities in developing countries while the rewards consistently accrue in the corporations and consumers in wealthier countries. Primary decision making about projects also increasingly happens in boardrooms distant from the host communities, making it even harder for impacted people to have a meaningful voice in project planning.

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prob

lem

“our enormously productive economy… demands that

we make consumption our way of life, that we convert

the buying and use of goods into rituals, that we seek

our spiritual satisfaction, our ego satisfaction, in

consumption… we need things consumed, burned up,

replaced and discarded at an ever-accelerating rate.”

(victor lebow, 20th century economist and retail analyst, “price competition in 1955,” journal of retailing, spring 1955)

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has the highest level

of toxic contaminates

design & production(making the stuff)

Brominated Flame Retardants are a class of fireproof neurotoxins that are applied to 2.5 million tons of plastics annually and the north American industry is the largest user of bfrs globally.

In the production stage, factories use energy to add toxic chemicals to the natural resources to make toxic products. Our industrial production systems use vast amounts of natural resources, water, energy and chemical compounds to churn out pollution, work and community health problems and products, many of which contain toxics known to be harmful to human health and the environment.

As long as we use toxics in our production systems, we’ll keep getting toxics in our air, water, food, and stuff. These toxics enter our homes, schools, workplaces and bodies through pollution and consumer products. Toxics, which cause a range of illnesses from cancer to disruption of our neurological and hormonal systems, are so prevalent that they are routinely found in every body tested, even new born babies. Production can be clean, just and sustainable. Products can be designed to be more durable, less wasteful. Industrial process can run with renewable energy, non-toxic inputs and greatly reduced materials use. Communities hosting productions facilities must be meaningfully engaged in the project planning. Production problems must be solved, not exported overseas. Overall, materials and energy can be used more judiciously and equitably.

Human breast milK

100,000 synthetic chemicals used in production

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distribution(getting the stuff onto the streets)

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in the u.s., the production industry admits to releasing over 4 billion pounds of toxic chemicals a year, pollution which disproportionately impacts low income communities & communities of color.

Distribution involves transporting and selling all the stuff we produce quickly and cheaply. The goal here is to keep prices down, keep the people buying and keep the materials flow moving. A key strategy businesses use to keep prices down is to externalize the costs. That means that the price tags on consumer products don’t capture the true costs of producing and distributing all this stuff.

Distributing all this stuff creates more environmental impacts. Energy is used to transport all the stuff around the world as well as for lighting and temperature control of all the shopping malls and stores. While big box stores tout the jobs they provide, most of the new service sector jobs are in the suburbs, yet the highest concentration of unemployed workers is in urban areas. Big box stores could better support workers by locating close to available labor, providing health care and fair worker benefits and welcoming efforts by workers who wish to unionize. There are many successful strategies that improve the environmental and social impact of distribution systems including the fair trade certification, community benefits agreements to ensure new businesses benefit the community, green buildings, sustainable land use planning, and local living economies.

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consumption(buying the stuff)

Current consumption patterns are unsustainable and inequitable and must be changed. But changing consumer behavior isn’t enough. Yes, when we shop, we should buy the least damaging product available and affordable (ie: the method© brand available at Target©), but consumption is a systems problem, meaning our choices at the supermarkets are pre-determined and limited by political and institutional forces beyond the store. To change these, we need to step beyond our role as consumers and reclaim our identity as engaged citizens in a democracy.

The U.S. exports its extractive industries, its polluting production plants, and its dirty disposal facilities, but the most hazardous export of all is this consumption-mania that is trashing the planet and our communities. Globalization facilitates the spread of this economic and cultural model, persuading other countries to follow, too. Over consumption impacts our mental and physical health. We have more stuff than ever before, but we’re also more stressed, less happy and working longer hours to pay for it all. We’re trashing the planet and overworking ourselves to buy stuff that is so toxic it contaminates our homes and bodies and, on top of everything, all this consuming isn’t even making us happy.

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disposal

prob

lem

Virtually all the resources flowing through the materials economy eventually end up as waste to be disposed somewhere, usually dumped or burned or recovered for recycling. As the volume and toxicity of waste grows, recycling can’t solve the whole problem. Waste needs to be designed out of the system from the start-through cleaner production, better product design, composting, recycling and using less stuff overall.

Emission from landfills and incinerators cause a variety of public health impacts locally and globally. Air currents carry emissions around the world allowing dioxin and other toxics to build up since waste follows the path of least resistance. As environmental regulations and community opposition to new landfills, incinerators and even dirty recycling operations has grown in the wealthier countries, waste traffickers export waste, including dirty recycling operations, to countries in the global South where regulations, community access to information and public opposition are less stringent. Combining clean production at the front end with zero waste approaches throughout the materials economy transforms wasteful, linear systems of production and disposal to be cyclical, safe, sustainable and socially sound. This succeeds in reducing the quantity and toxicity of production inputs and waste outputs and slows the overall materials flow to a level the planet can sustain.

in the u.s., on a per ton basis, sorting and processing recyclables alone sustains 11 times more jobs than incineration does.

(getting rid of the stuff)

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(impact = population × affluence (consumption) × technologies used

i=pat

solu

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s

So, fewer people consuming much more stuff still increases our impact. However, more people consuming less stuff could decrease the impact we have on the planet. We could choose to reduce our population level and our average living standards equally, by approximately 27% each. Then, we could expect a sustainable population of 220 million people with living standards comparable to those of Norway and Estonia today. This goal of reduction can be achieved through a number of individual and collective actions we participate in together.

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bicycle sharing

basic improvements

car sharing

product sWapping

co-housing

communities

Capital Bikesharehttp://www.capitalbikeshare.com

“Spotcycle” Mobile ApplicationHelping you to find nearest bike sharing sites

Promote systems that don’t waste resources and discourage the “throw away mindset.”

Sustainable Packaginghttp://www.sustainablepackaging.org

How to Recyclehttp://www.how2recycle.info

Zipcarhttp://www.zipcar.com

Swaptree.comhttp://www.swaptree.com

Slow Foodhttp://www.slowfood.comhttp://www.5challenge.tumblr.com

Ängsbacka & “Flow Food”http://www.angsbacka.net

Each of us can promote sustainability and justice at multiple levels. But there is no single simple thing to do, because the set of problems we’re addressing just isn’t simple. Fortunately, the internet removes the middle man and enhances the peer-to-peer revolution. The following organizations and ideas are involved in diverse campaigns that help to address the problems and to promote solutions. It is by joining together that we can create the momentum for real, dynamic change.

in 2007, we used approximately 7 billion tons of natural resources—energy resources and non-energy mineral resources—to produce $13.81 trillion worth of goods and services in America.

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green chemistry

other ideas

The challenge facing Americans is to wean ourselves away from the umbilical cord of the large utility companies. This can be partly or totally done through such solar or wind applications as solar photovoltaics and electricity produced by wind turbines, through solar hot water heating, space heating, food cooking, food drying, solar greenhouses and water pumping systems. While the movement from non-renewables (coal, gas and oil) to renewable energy sources cannot be done in a day, some applications can be more easily installed than others. Begin with solar food ovens or solar photovoltaic path lights. Advance to installing solar hot water systems, which can replace a high portion of domestic non-space heating and cooling energy.

National chemical policy reform

Closed loop production

Local living economy

solu

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tive

28 bolster Will poWer

don’t buy

organize a yard sale

Wear nothing neW

This involves the overcoming of our addictions whether of a chemical, consumer product, media, or other nature. As we gain self-control we acquire self-confidence and an ability to use our creativity to assist those around us whether near or far. We begin to understand the situation and see ourselves as part of the problem whether by commission or omission. Also consider gathering with community members to support and help assist each other in being strong. Armed with self-knowledge we are more able to confront the crushing power of over-commercial interests.

An important anti-commercial challenge is to refrain from going out to acquire more things. However, we have got to fight the sheer panic of commercial pressure. Plan before you shop and refrain from impulse buying. Check at home to see what you already have that you may have simply forgotten about having at home. This planning strengthens the will power to refrain from acquiring. If items are not needed, don’t get them. Reuse, exchange, take what another doesn’t want, and be cautious about purchasing.

We can go public and reduce throwaways through bringing ecologically sound commerce to our front yards and local parking lots. A yard sale is a public statement that we want to trade with others and to share unwanted or surplus materials with those looking for a bargain. Here is an opportunity to hone in on social skills, offer a place to trade stories, and participate in social life, as well as reducing one’s inventory of furnishings, fixtures, clothes, books and what is sometimes classified as “junk.” We can become lean by being cheerful, not mean. We might even dissuade others from engaging in a favorite modern sport -- malling, or strolling through mall stores in search of bargain. A yard sale is low-pressure commercialism and may even involve giving items to those who are financially hard pressed.

Some people want frequent wardrobe changes in order to remain fashionably dressed and often discard usable garments to second-hand stores or yard sales. So, shop at thrift stores instead of going to the mall! This not only keeps your wardrobe closet continually circulating, but affords you the opportunity of being creative with your style. It’s especially fun when travelling to pack nothing but under garments in your suitcase, and go shopping at a local thrift store as soon as you arrive to your destination. It makes the trip exciting and cuts down on your bag weight.

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eat loWer on

the food chain

turn blacktop

into a garden

alternative gifts

The ongoing challenge is to be watchful of one’s diet and eat foods which require less resources to produce: vegetables instead of meat; chicken and fish instead of pork and beef; eggs from free-ranging chickens rather than corporate farm-produced eggs; whole grains instead of bakery prepared products; bulk foods rather than individually packaged items; dried foods rather than frozen ones; and locally and seasonally produced items rather than those produced in distant places. The non-renewable resource (how much oil, gas, nuclear, or coal it takes to produce, process, and ship) contained in a particular food item varies immensely. It often takes as much to produce the bottle as the contents or the TV food tray package as the served food. Eat less fast food and return the litter to the parking lot of the fast food logo. Buy less packaged food and more bulk produce such as whole grains, lentils, cabbage, and dried beans. A Sam’s Club membership only costs $40 a year, or for college students - consider splitting it with one or more friends to reduce the individual cost, but still get you the deal.

Turn urban areas or recreation space into productive gardens. Raised beds allow for intensive gardening and the foliage overlapping walkways during the summer productive season. These raised beds should neglect commercial chemical pesticides or fertilizers and yield high quality crops that can be consumed right at home. Interplanting with flowers add color, protect from certain pests, and attract bees, butterflies and curious neighbors. Domestic gardens can be quite artistic with the mosaic changing by the week. If properly done, domestic gardening enhances well-being, adds to personal enjoyment, affords physical exercise, offers a social opportunity, and furnishes a steady supply of nutritious food without the transportation and preservation costs associated with distant commercial produce.

Give gifts that reflect more of ourselves and less from a commercial outlet. Items produced or services performed by individuals have far more meaning to the one receiving the gift, e.g., home-baked goods, picked berries, visits on regular occasions, yard work for the elderly, donations to a worthy cause in the name of someone. Christmas has been turned into a materialistic revel with mounds so

luti

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30 of once-used wrappings and a large array of expensive items, some of which have little or no use.

Children should also be encouraged to become involved in gift sharing. They should be encouraged to share unused (or even favorite) toys or to donate one to a more needy child when they receive one for themselves. Otherwise they can soon become quite selfish gift receivers bent on acquiring more and more. Adults need to share as well under used items such as garden tools or devices used but once a year (kraut cutter, wine press, or chain saw) with others in one’s immediate neighborhood.

Help build Local Living Economies by buying locally produced food, products and services, by putting our capital to work through local investments, and by supporting local arts and independent local media. Thinking local first improves the health of the environment, strengthens community, and contributes to functional democracy.

Increase personal, community and regional security by building entrepreneurial capacity to produce basic needs like food, water and energy as close to home as possible. Self-reliance increases local resilience, saves energy and creates a foundation for world peace.

Share prosperity, understanding that the fair and equitable distribution of resources is critical to the quality of life we seek. We provide meaningful living wage jobs, create opportunities for broad-based business ownership, engage in fair trade, and expect living returns from our capital.

Build community through local economic exchange, connecting producers with consumers, investors with entrepreneurs, and lenders with borrowers. Community life creates a sense of place and belonging that promotes security and happiness. Collaboration, cooperation, and fair trade between communities create a human-scale architecture for a sustainable global society.

Integrate our activities with natural systems in order to create real and lasting prosperity. Every decision we make affects the vitality of our ecosystem, the health of all species and the availability of the resources that support life.

Celebrate and nurture the natural diversity of the human family, ecosystems and economies. Diversity increases resilience, propels innovation, cultivates peace, and fosters beauty and joy.

think local first

increase

self-reliance

share prosperity

build community

Work With nature

celebrate diversity

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other ideas

solu

tion

s fo

r th

e in

divi

dual

Measures success by the things that really matter to us, such as knowledge, creativity, relationships, health, consciousness and happiness, rather than continuous material growth. We employ business metrics that support this philosophy such as living wages, living returns, and the triple bottom line.

Confront commercialism in public institutions.

Find the poor in your community- consider handing out bagged lunches first weekend of the month.

Support small farms and community supported agriculture.

Enforce zero waste in your home.

Local-living economies.

Think in terms of sustainability.

Keep learning to understand the system we live in!

measure What

matters

of the 7 billion tons of resources America used in 2007, at least 90% were nonrenewable natural resources, the ongoing use of which is unsustainable.

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“shrill voices” who rely on guilt to motivate mass change and wave their fingers to bad consumers, ie: scientists, economists, etc. whose devastating statistics demotivate people from being proactive.

Your actions always speak louder than your words. Living within your means being a conscious consumer who believes in, and understands their individual difference for the collective whole. From “Activists and campaigners” who stand on the front line and fight to share their experience and impact others, to “Green designers” who are working to make products and homes safer prior to production and consumption, as well as those “Action leaders and downshifters” who voluntarily live simply, working and buying less all are significant to progress. Ultimately, all are conscious consumers who believe and understand their individual difference for the collective whole.

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knoW

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r pl

ace

inform yourself Living Principles for Designhttp://www.livingprinciples.org

Sustainable Packaging Coalitionhttp://www.sustainablepackaging.org

Earth Healinghttp://www.earthhealing.info

Wake Up Amerika!http://www.wakeupamerika.com

Deep Green Resistancehttp://www.deepgreenresistance.org

Sustainable Business Networkhttp://www.sbnphiladelphia.org

Business Alliance for Local Loving Economieshttp://www.balle.org

Organic Consumers Associationhttp://www.organicconsumers.org

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Affluenza. Dir. John de Graaf. Perf. Scott Simon, Cecile Andrews, Peter Dorman. Bullfrog Films, 2005. Film.

“Affluenza...Treatment.” PBS: Public Broadcasting Service. Web. 19 Sept. 2011. <http://www.pbs.org/kcts/affluenza/treat/tips.html>.

Ängsbacka. N.p., n.d. Web. 6 Oct. 2011. <http://angsbacka.net/blog/2011/05/09/flow-food-organic-farming-at-angsbacka/>.

“Cool Facts.” Some facts about plastic-avoid plastic, save the earth!. N.p., n.d. Web. 21 Sept. 2011. <www.coolfacts.in/some-facts-about-plastic-avoid-plastic-save-the-earth/>.

Friend, Gil. “A 6-Ingredient Recipe for Sustainability | GreenBiz.com.” Green Business News, Resources, and Sustainability Career Tools | GreenBiz.com. N.p., n.d. Web. 28 Sept. 2011. <http://www.greenbiz.com/blog/2011/09/24/six-ingredient-recipe-sustainability?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=greenbuzz>.

Fritsch, Al. “Earth Healing - fifty possible ways to challenge over-commercialism by Al Fritsch, S.J..” Welcome to Earth Healing - featuring Daily Reflections by Al Fritsch, SJ. N.p., n.d. Web. 22 Sept. 2011. <http://www.earthhealing.info/fifty.htm>.

“How will we move, Carlo? | Blog | colors Magazine.” colors Magazine. N.p., n.d. Web. 27 Sept. 2011. <http://www.colorsmagazine.com/blog/article/how-will-we-eat>.

Leonard, Annie. “The Story of Stuff - YouTube.” YouTube - Broadcast Yourself. N.p., n.d. Web. 19 Sept. 2011. <http://www.youtube.com/watch?v=9GorqroigqM&feature=relmfu>.

Leonard, Annie, & Ariane Conrad. The story of stuff: how our obsession with stuff is trashing the planet, our communities, and our health. New York: Free Press, 2010. Print.

Makower, Joel. “What the New Green Marketing Guidelines Really Mean | GreenBiz.com.” Green Business News, Resources, and Sustainability Career Tools | GreenBiz.com. Web. 27 Sept. 2011. <http://www.greenbiz.com/blog/2010/10/06/what-new-green-marketing-guidelines-really-mean>.

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bibl

iogr

aphi

c re

fere

nces

Shah, Anup. “Effects of Over-Consumption and Increasing Populations-Global Issues.” Global Issues : social, political, economic and environmental issues that affect us all-Global Issues. N.p., n.d. Web. 29 Sept. 2011. <http://www.globalissues.org/article/216/effects-of-over-consumption-and-increasing-populations>.

Shah, Anup. “Consumption and Consumerism-Global Issues.” Global Issues : social, political, economic and environmental issues that affect us all-Global Issues. N.p., n.d. Web. 29 Aug. 2011. <http://www.globalissues.org/issue/235/consumption-and-consumerism>.

Sieu, Tom. “The Living Principles.” The Living Principles. N.p., n.d. Web. 9 Oct. 2011. <http://www.livingprinciples.org/>.

“Solutions.” World Population Awareness. Web. 26 Sept. 2011. <www.overpopulation.org/solutions.html>.

“Sustainable Packaging Coalition.” Sustainable Packaging Coalition. N.p., n.d. Web. 29 Sept. 2011. <http://www.sustainablepackaging.org/>.

“The Story of Stuff.” The Story of Stuff. N.p., n.d. Web. 20 Sept. 2011. <http://storyofstuff.org/index.php>.

“The World Factbook.” Central Intelligence Agency. N.p., n.d. Web. 26 Sept. 2011. <https://www.cia.gov/library/publications/the-world-factbook/fields/2001.html#top>.

“Wake Up Amerika!.” Wake Up Amerika!. N.p., n.d. Web. 21 Sept. 2011. <http://www.wakeupamerika.com/>.

volume 1, issue 1 nov 2011 circulation 1,200 copies

free copies are available at relevant cultural venues and tertiary institutions

© 2011 lWom / amG

twitter: livingwithinmeans / facebook: Living Within Our Means

photography: Ashley Gaffney

printer & binder: Yuen Long Output Centre, Hong Kong

send us an email: [email protected]

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give us a call: 720 / 239.7488

designer: A.M. Gaffney

visit us online: http://www.livingwithin.com

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issue 2: Paper. Production. Materials.

text: 10/14 Dolly display: Trade Gothic & Normande BT