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 Erik Kessels is surprised by his honesty. Bob Levenson learnt the new way to write copy from him. George Lois called him a 'fucking kraut'. The creative Director of Chiat Day LA used to be his assistant. David Abbott wrote a book about his most famous campaign, for the VW Beetle. Yet Helmut Krone never became the Creative Director of William (Bill) Bernbach's DDB. Instead he remains 'the greatest art director' honored by Advertising Age and Adweek.

 

           
 

   The ‘New York School's Revolution had moved the possibilities of the typo-photo- revolution far away from subjective expression... It used it in a new, demotic way - and with precision - to create participation. This language didn't require decoding... everyman knew it.

 
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..US war training manuals... Will Burtin… Alvin Lustig… design as commodity… typo-photo… Ohrbach's… Bob Gage … Gyorgy Kepes, Moholy-Nagy… John Heartfield … ‘paste-pot' ads … ‘New York Post'… Tschichold's 'purpose of typography'… ‘communicate' – 'Webster's' definition … Sergei Eisenstein's ‘Strike '… Dadaism, photomontage… Russian Revolution… Creative Revolution… Bob Gill' s 'Private Secretary' CBS TV card… ‘50s illustration styles… participation in communication… Bill Taubin' s El Al ‘Torn ocean' ad … Lou Dorfsman's CBS ‘Busy Market' ad…‘delicious… wasn't it'… Gallo posters… Polaroid ads… Ancient Age… Ohrbach's cat-in-the-hat, ‘I found out about Joan'… equality of art director and writer - the ‘team', the consumer, account managers… ‘concept'… the VW campaign… ‘con-formalism'… graphic design and art direction … interaction between type and picture… telling vs. realisation…

 
     
All chapter 1 spreads