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 Graphic design versus advertising art direction. Concept versus form in typography and layout. Helmut Krone worked for William (Bill) Bernbach at DDB - the advertising agency singlehandedly responsible for the 'Creative Revolution' of the sixties. He changed the way advertising art direction was applied to photography; changed the way copywriters wrote copyand the ways art directors and agency typographers set type. Some say he was the greatest art director ever.

 

           
 

Any look at the Volkswagen campaign of '59-65 (Krone's period - others continued it) needs also to look at what was going on on Madison Avenue, and in the mind of the US consumer as he mowed his unfenced lawn in the new 'towns', or eased his car, twice a day, along the choked commuter roads into the big cities. And also needs to look at the economics of ever greater production and the consumer choices it provoked; both domestic economics and the economic needs of the European countries, their car industries coming back on line, searching for hard currency in the area Detroit thought it owned.'

 
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Attitudes in Detroit... Harley Earl... Art and Color Depts at GM/Ford/Chrysler... Tailfins... 'Printers Ink' on US auto market... Profile of 'The consumer'...  'Other Directed Man'... 'Organisation Man'...  Wiilam H Whyte... David Reisman... Ford's Edsel launch...naming the Edsel... the Edsel fiasco... Russia launches the Sputnik...

 
     
All chapter 1 spreads