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

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.

"I really enjoyed it.
It's been educational, instructive and most importantly, entertaining.
   A real tour-de-force."

John Hegarty, Bartle Bogle Hegarty.
The book is conceived as the definitive primer, not only on Krone, but on the arrival of modern advertising art direction.

How is it different to graphic design?

The questions which Krone asked himself in order to provoke new meanings from design, typography and photography are all here.

The philosophy of Art Direction.

Methods which continue to stimulate new and relevant solutions today in any media.

The Creative Revolution (1954-64) was essentially the tussle between design and meaning; between form, beauty and concept; between telling and receiving.

In graphic design and advertising it changed everything.

Helmut Krone (1925-1996) was a leading seditionary. He started out as a graphic designer who despised advertising -- and finished up as an art director claiming to be a graphic designer, 'the only one in hard-core advertising ,' he said.

  Krone shaped the two most important ad campaigns ever: for Volkswagen and the 'We try harder.' work for Avis. These two campaigns explored the difference between graphic design and advertising art direction -- in fact Krone's work defined modern art direction for print.

Krone's work has been collected by the Museum of Modern Art and the Smithsonian. He has been inducted into Art Directors' Halls of Fame from New York to Berlin.