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.

 

           
 

   The New York Herald Tribune: This figure you've created is a splendid man. I've watched him for some time in your print and TV advertising and have come to the conclusion that he's the most real and persuasive character in advertising fiction, barring none. The fact that he is so real is what makes him good..'

 
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Reaction to, and success of the Juan Valdez idea... Colombian bean sales go up... affect on General Foods and Maxwell House...

 
     
All chapter 1 spreads