A recent enquiry about the map (pictured below) found in a 1948 book published by a brewery in Canada has prompted me to write about Max’s map work in World War 2 for Britain’s Ministry of Information (MOI).
The MOI was formed on 4 September 1939, the day after Britain’s declaration of war. Immediately the government requisitioned Charles Holden’s Art Deco masterpiece, Senate House, to be its HQ. Then the tallest building in London, it was built to be the administrative home of the University of London, and Max was still painting a large map of the University buildings for the Chancellor’s Hall (see Spring 2024 newsletter).
The MOI was in charge of a wide range of Government communications and information including news, propaganda, publicity, pamphlets, posters, films, and radio broadcasts. Early efforts were often unpopular – seen as ‘lecturing’ the public – but under the leadership of Brendon Bracken, appointed in 1941, a policy of providing background information for particular events was put in place.
The war was proving catastrophic for Max’s income which plummeted from nearly £2000 in 1938 to less than £300 in 1940. He had separated from his wife Muriel in late 1938 and was now living in Sussex with Priscilla Johnston, who was having to loan him money. In her diary she wrote: Max … was worried about money + no prospect of a job’ (1st July 1941). The following week he called on his loyal patron, Sir Edwin Lutyens, who unfortunately had nothing to offer but while in town, however, Max also met up with an architect friend, Darcy Braddell, who suggested that he contact Jack Beddington, former head of publicity at Shell and now head of the Film Division at the MOI. This meeting was more fruitful. Three days later on 24th July Max returned jubilantly to Priscilla in Sussex with the ‘good news about the M.O.I. They wanted maps done’. By the end of the following day he had already sketched out a map of Canada.
This would become the first of three small pictorial map posters, each showing the natural and industrial resources of Britain’s main Allies: Canada & Newfoundland, Australia and New Zealand. By December Max had completed ‘roughs’ of all three, earning him a total of £63.
The first two maps measure 20 by 30 inches (51 x 79cm), New Zealand 30 by 20 ins (79 x 51cm). Each has a decorative compass and its coats of arms with the various resources ranging from farmland, mining, forestry and factories shown with pictorial symbols.
Key to Symbols for the map of Canada & Newfoundland
The title scroll at the top of the Canada & Newfoundland map is edged in black, red and yellow – the colours of the German flag – a feature not repeated in the others. The roundel message emphasises how these resources had been ‘voluntarily and wholeheartedly’ pledged to help the war effort and that ‘Canada’s sons fight side by side with their British kin on battlefields throughout the world.’
This first map was completed in January 1942, Australia in the March, and New Zealand in May, although the last was only published the following year. For each of these Max received another £57.15.0d, with further payments of £17.5s and £15.5s in June 1943 for ‘additions’ to the Australia and New Zealand maps.
Extract from MacDonald Gill’s payment ledger
All the payments were approved by Edwin J. Embleton (1907 – 2000), head of the MOI Publications Division. In 1942 alone £4 million was spent on publicity of which £120,000 was spent on posters, art and exhibitions. The posters – available through His Majesty’s Stationery Office – were printed using the colour lithographic process: the first two by Alf Cooke Ltd, a well-known firm based in Leeds and the third, New Zealand, by London printers Fosh & Cross.
After the war, the set was reissued with revised messages highlighting the valuable war time contribution made by the Allies and heralding a rosy future in the post-war period. The message in the 1946 version of the New Zealand map is titled THE NEW ERA while that in the Australia map is IN THE POST WAR WORLD. Devised to promote pride in their wartime achievements and to highlight their future role in the region, the Australian message states:
Australia has emerged from the World War with increased stature as a ‘Pacific’ Power. during the struggle, her industrial resources were completely reorganised and her factories turned out armaments and aircraft of many kinds. Her wool and foodstuffs helped to clothe and feed the armies of the United Nations.
She enters the era of peace, strongly equipped for further advance.
Thousands of these posters were issued so copies do sometimes appear in the sale rooms; however, one in good condition would set you back at least £1000! The Canadian brewing firm of O’Keefe used the map from 1943 onwards in its patriotic publicity to promote the sale of war savings stamps and later Victory Bonds; in 1944 applicants could apply for copies of the poster. The map (minus references to the war) also appears in the O’Keefe publication Canada Unlimited, published in 1948, mentioned at the start of this newsletter.
From Time
13th March 1944
Max also contributed graphics to MOI films but I shall save this for a future newsletter.
With my best wishes for a happy and healthy 2025
Caroline
