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.

 

           
 

      Hal Oringer:  Krone started to maintain that his work should 'have a graphic advertising meaning, a concept, that was a sales concept,' ...'I remember him very strongly telling me that, and I hated International Latex' advertising, I hated it. I despised it. It was so hardboiled.'
    The anonymity of the machine was coming to the fore: photography and a more restrained typesetting..., and, in work which had pre
tensions to newness, the gradual omission of the artist's signature. A new band of anony
mous auteurs was to emerge: the 'paste-pot' art directors.

 
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Hal Oringer... Playtex, International Latex... Paul Rand... A N Spanel... Petroff... Foote Cone & Belding... Krone moves to Flushing, Astoria... Zan Diamond... William Earl Montgomery... Lee J Barnett... Diamond Barnett Inc... Seventh Avenue agencies... Shep Kurnitt... Ohrbach's... the 'paste-pot' school... Sudler & Hennessey... L E Frohlich... 'New York Times'...

 
     
All chapter 1 spreads