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? Or a graphic designer in an ad agency? Helmut Krone worked for Wiliam (Bill) Bernbach at Doyle Dane Bernbach. His Volkswagen Beetle campaign and Avis campaign (the defining campaigns of the 'Creative Revolution'), changed the way advertising art direction, copywriting and the advertising creative team worked. He formed his own advertising agency to investigate the possibilities of 'graphics' - graphic design - free of 'concept'. Later, back at DDB, he'd reconcile graphic design and art direction with his Polaroid campaign and Porsche campaign.

 

           
 

   [Jan] Tschichold's theories, expressed in his Die Neue Typographie (1928), were primarily taken up in the US as a style, as was much of anything from Europe which professed a philosophical grounding (somewhere over the Atlantic the philosophy was jettisoned and only the style disembarked).

 
_________________________________________________________________________________________________________________________________________  
 

...young Krone, Margaret Krone (Rickert), Otto Krone, Krone's mother... the circumstances that formed Krone, contradictory forces, attitudes to Germany... 'Popular Mechanics'... truth, absolute vs. comparative... Bill Charmatz, Bill McCarthy on changes within Krone... Doris Krone (Naughton), Max Lerner, Gertrude Stein, South Salem... Herbert Bayer, the Bauhaus, Jan Tschichold... The new typography, Mies van der Rohe...

 
     
All chapter 1 spreads