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.

 

           
 

   Helmut Krone: Concept made us. Concept killed us. In the beginning we did a fresh thing - concept advertising. But it had about it a naked look... it wore thin ,' he wrote. 'I would have put more emphasis on treatment, a little less on concept.'

 
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...Zeitgeist... the Sputnik, the Bay of Pigs, the beetles, the Beatles, Kennedy, King and Kennedy, Vietnam ... VW and Avis... Greg Elkin... Henri Holmgren... Bill Bernbach on 'new'... Gestalt... Alexey Brodovitch' working methods... Marty Cooke... Gary Goldsmith... Roy Grace... Krone on Brodovitch... New School... Krone on German teaching methods... Krone on Bob Gage... Krone on 'new'... 'U&lc'... Krone on advertising... Synergy... Audi, Porsche, Sonar, Time-zero, Polaroid, Volkswagen,American Airlines, Avis... Interrogation... Krone on concept... on the elements of the advertising page... on computers... Carl Fischer... Jane Talcott... Peter Bregman... 'Advertising Age' questionaire...

 
     
All chapter 1 spreads