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.

 

           
 

The appeal of photography to the art director was manifold: he could control it... by getting... variations of set-up or lighting - by manipulation of the image in the darkroom and by cropping the image. Some of these options were available with cumbersome illustration too, but more slowly... And those were just the pragmatic reasons. Photography differed... it was true - even if its truth had only lasted for a five-hundredth of a second.

 
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'Martin, Barton and Fish'... BBD&O... FDR... Lore Parker... Neil Schreckinger... Tony Ficalora... Bob Gage... Ohrbach's.. .Art Director's Club... Nathan Ohrbach... Jack Dreyfus... Dreyfus Fund... Polaroid, Dr Edwin H Land, J H Booth, Peter Wensberg... Bill Bernbach... DDB new business methods... Joe Daly... Stan Calderwood... Len Silverman... Maxwell Dane Inc... Jan Tschichold... Paul Rand... Benjamin Sherbow, Calkins and Holden... typography...

 
     
All chapter 1 spreads