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.

 

           
 

     Bob Levenson: If you were to have asked me, "What was Bernbach's place in advertising history?" I would have said "permanent and ineradicable." Now,' said Bob Levenson, 'I'm not so sure...'
    '  'So when you ask me that same question a bout Helmut today, I would say permanent and ineradicable, but...'   

 
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Bill Bernbach's aim...the nature of print... graphic design vs. art direction... the absence of style... typo-photo (foto) ... nature of photography... Dadaists use of photography... Johannes Baader... photomontage... 'Art' to the people... John Heartfield... Malevich, Kandinsky vs. Rodchenko, Tatlin and Lissitzky... Suprematism... 'Die Neue Typo-graphie'... Jan Tschichold... Moholy-Nagy... Schwitters... Merz ' ... Josef Hartwig's chess set... Otto Baumberger's PKZ coat ad... US Vogue ' ... Piet Zwart... the Bauhaus... Josef Schmidt... Rodchenko's 'The Journalist' cover... Heartfield and the anti-Nazi AIZ ' covers... Lewis Hine... Fred Spear's 'Enlist' poster... Lusitania ... New York 1939 World's Fair... the General Motors pavillion... Albert Kahn... the 'Futurama' experi-ence... Norman Bel Geddes... first TV commercial...

 
     
All chapter 1 spreads