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: Ogilvy had written thirteen rules about how an ad like this should be... I gave my damnedest to break as many of these rules as possible. When Ogilvy said that the text always should be put in an antique typography, I put it in a grotesque one. When he said that the logo always should be clearly exposed, I'd hidden it.. I think I managed to break seven of his rules.' [There were 14 and Krone broke nine.]

 
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'House of Glass'... Richard Avedon... Ohrbach's... Eddie & Mary Jane Russell... Ned Doyle... Bill Bernbach on typographic styling... VW of America looks for an agency... Helmut Schmitz... Carl Hahn... Plaza meeting... body copy argument... 'New York Times' on imported car advertising... Compton Advertising, Buick... VW awards its account, Fuller Smith & Ross... profile of Julian Koenig... George Lois... Koenig and Krone begin work - or don't... Bill Casey.. Rita Wagner (Selden)... Timex, Marty Stephens... Dave Reider... Herschon Garfield... Ellington Advertising... Koenig on copy/David Ogilvy...

 
     
All chapter 1 spreads