A history of Graphic Design. Philip B Meggs
From the invention of writing to the present. Good on graphic design - not so good on advert-ising. 'The New York School' chapter (a title coined by Meggs) details the influence of Paul Rand. Includes a few Doyle Dane Bernbach ads and some George Lois' work. Helmut Krone. The book. fills in the concept/form and Art Direction/ Graphic Design split more thoroughly. Explains the influence of Rand and Alexey Brodovitch and the formation of 'The New York school'
Van Nostrand Reinhard, 1983, and other, later editions by other publishers.
|Helmut Krone. The book.
Changes in 20th century print: typo-photo; the Creative Revolution.
Influence on US ads of Euro-modernist, socialist designers.
Growth of New York as advertising centre.
Influence of rag-trade and formation of DDB.
Major 20th century ad theorists.
Paul Rand's contribution and influence.
Influence of Alexey Brodovich on Creative Revolution art directors.
Bernbach's theories; how Krone fulfilled and influenced them.
The Creative Revolution and its consequence.
Ad art direction vs. graphic design; Form vs. Concept.
Krone's life and work - how it changed advertising.
The first 100 Volkswagen ads.
The entire Avis campaign - its origins and importance.
Krone's reactions to work of George Lois and Howard Gossage.
Wit and involvement. On planning as a creative function.
On creativity as practised in ad agencies.
The process of advertising from a creative perspective.