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 evolution of commercial art into graphic design and then into advertising art direction. The 'Creative Revolution' orchestrated by William (Bill) Bernbach in New York moved 'Seventh Avenue' advertising methods into the mainstream. Helmut Krone's achievements as an art director at Doyle Dane Bernbach evolved fromPaul Rand, Lester Beall, Bob Gage and from Europe's Alexey Brodovitch, Jan Tschichold and John Heartfield.

 

           
 

   Helmut Krone: [Alexey] Brodovitch preferred fresh thinking to meticulous craftsmanship.' The most important thing I learned from him was the true meaning of the word inventive.'
     ....'You couldn't con him. You couldn't slip him anything that resembled even the avant-gardists of the time - Picasso, Steinberg, Paul Rand, et al. If you tried, it slid off the side of his desk.'

 
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Krone finds work... Fred Chance.. .Robert Greenwell... Alexey Brodovitch's course at the New School... the 'Design Laboratory'... 'Harper's Bazaar'... Irving Penn... Richard Avedon... Bob Gage... William (Bill) Taubin... Eddy Rostock... Lee Batln... 'Esquire', 'Coronet', 'Apparel Arts'. Paul Rand... William H Weintraub... Herb Ackerman.

 
     
All chapter 1 spreads