Helmut Krone. The book.
  Graphic Design and Art
  Direction (concept, form
  and meaning) after
  advertising's Creative
  Revolution. Clive Challis
  The Cambridge Enchorial
  Press Ltd.
  ISBN 0954893107
I
ISBN 0-9548931-0-7 The greatest art director ever? For Bill Bernbach at Doyle Dane Bernbach his Volkswagen campaign and Avis campaign changed the way advertising art direction and advertising art directors worked. Later, back at DDB, he'd reconcile the aims of graphic design and art direction with his Polaroid campaign and Porsche campaign.

 

 

     Timeline.
     Introduction.

1. Growing up. 1
     
Otto Krone. 1

     Emilie Krone/pre-war Germany/Depression. 2
     The High School for Industrial art. 4
     Influences: Paul Rand/Lester Beall. 6
     War/Seabees/first portfolio. 8
     Greenwell/Brodovitch/Esquire. 10
     Esquire/Hal Oringer/Doris Krone/Tony Palazzo. 12
     International Latex/Diamond Barnett. 14
     Advertising influences/'paste-pot' school. 16
     Exeter/Doyle Dane Bernbach. 18

2. Breakfast. 20
     Doyle Dane Bernbach/Phyllis Robinson/Barton's. 20

     Barton's/Dreyfus/Calderwood/Polaroid/Sherbow. 22
     Hess Brothers/New Haven Railroad/Regal Shoes. 24
     Gallo wines/James E Pepper. 26
     Bill Casey/Polaroid. 28
     Polaroid TV demonstrations/Polaroid trade. 30
     Polaroid ad innovations. 34
     Polaroid 'Big heads' campaign. 36
     Ancient Age. 40
     Juan Valdez/Coffee of Colombia 42

3. The house. 46
     Ex-urbia/John Lee. 46

     Pound Ridge/New Canaan/South Salem/John Lee/
        Mies van der Rohe/Philip Johnson/System House. 48

     Site/plan/construction/influences. 50
     Form - meaning/country life/back to the city. 52

     Background to the US car market. 54
4. The Beetle and the bus. 58
     Queensboro Motors/DDB wins account/Koenig. 58

     Krone's Beetles/Germany/opinions in DDB/brief. 60
     David Ogilvy/first DDB VW ads/logo. 62
     non-Krone VW ads/'visual rhetoric'/full points. 64
     Think small./Lemon. 68
     Reider/Levenson/copy style/typography. 70
     Photography/effect of the campaign. 72
     The Beetle ads. 74
     The Beetle ads/the bus ads. 86
     Competition to the bus/VW sensitivity/bus ads. 92
     Competition to the van/the van ads. 94
     Playing with the form. 96
     Fairmont/campaign 'look'/Krone off the account. 104

 

 

5. The new advertising: a new page. 106
     American Airlines Fan-Jet/First-class. 106

     Fan-jet to First-class. 108
     Hertz/Avis/Robt.Townsend/Paula Green/strategy. 110
     The 'first' Avis campaign. 112
     The Avis layout post-rationalised. 114
     Howard Gossage/Perpetua/numerals. 116
     Joe Daly/ the research/the button. 118
     The Avis ads. 120
     The Avis campaign matures. 124
     The Avis pan-Euro campaign/Hertz reacts. 126
     The rent-a-car war/the end. 128
     Broxodent. 130
     Snapshots of the end of an era. 132

6. Adrift. 134

6. Adrift: a lost man. 135
    DDB goes public/frustration. 135

    Leaves DDB/Forms Case and Krone/marries. 136
    Casey and Case and Krone/Pat McGrath. 138

6. Adrift: not quite the Bauhaus. 140
     Metrecal/Bayer's Universal font. 140

     PrimeTime/Stop-smoking/Shopper's Army. 142
     GWSugar/Carey Limo's/Mennen/DDB/Sylvania. 144      
     Ohrbach's. 146

6. Adrift: Krone the phlegmatic humanist. 147
     George Lois. 147
     
Jock/Angostura. 148
     
Cybermatics annual report. 150
     
Uniroyal. 154
     
Calvert. 158

6. Adrift: the pragmatic Mr Krone. 159
     Arpege. 159

     Phase III/AIGA. 160
     New product work/Metrecal/Transport Bond. 162
     Jock/Cyber'/Decaf/Columbia/Angostura. 164
     Final Net/VW Rabbit. 166

7. The Fox and the grass. 170
     The Audi Fox/name/logo/illustration. 170

     Car illustration. 172
     O M Scott. 174

 

 

 

8.    Patronage. 178
        The Audi 5000. 178
        Audi engineers campaign. 180
        2nd Audi engineers campaign/Audi 4000. 184
        Surreal Fox campaign/Charles Jourdan. 186
        SX-70 Alpha 1/Ted Voss/Ed Smith. 188
        The 'Museum' campaign. 192
        SX-70 Sonar. 196
        Thoughts on design; on copy/Porsche. 198
        Porsche 924/928: Orientations. 200
        Polaroid Time-Zero. 208
        Time-Zero film/copy/laydout/photography. 210
        'treatment'/McLuhan/Hall of Fame/Emilie. 216

9.    After. 218
        Bernbach dead/Krone-Bernbach relationship. 218

        Massimo Vignelli/Polaroid Sun camera. 220
        VW of Detroit/Peter Bregman/J C Penney. 222
        DDB in decline/Alan Jacobs/Bob Kuperman/Art Center
              /speculative work/Needham Harper & Steers. 224 

        DDBNeedham/Marty Cooke/IBM/Antaeus. 226
        Chanel/Antaeus/Gold/Chivas Regal. 228
        Painting/influences. 230
        Mercer Street studio/painting. 232
        One-man show/Bernaducci/McCabe. 234
        Last days at EastHampton/death/eulogies. 236

10. The time, the place, the man. 238
        The book/genius. 238

        Society/contemorary ads/theorists/DDB/New York. 240
        Influences. 242
        Parents/codes/styles/Volkswagen. 244
        The brand/subjectivity/The Advertising Man. 246
        Achievement. 248

10. The time, the place, the man. Intention. 248
       (Design of meaning)/interrogation/Gestalt. 250


10. The time, the place, the man. Contribution. 252
        Tension and technology/photography/typo-photo-
            /objectivity/subjectivity/meaning. 254

        Domestic developments/World's Fair/realisation
            /new vs old typo-photo-/ 'Creative  Revolution'
            /concept. 256

        Notes. 260
        Index. 262
        Acknowledgements/credits. 268