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.

 

           
 

Krone's Þrst thoughts on how to advertise the car reßect some of his own insecurities: 'I felt the thing to do with this ugly little car was to make it as American as possible as fast as possible. Like, let's get Dinah Shore. What's that thing she used to sing? "See the USA in your Volkswagen." With models around the car and TV extrava-ganzas,' he told an interviewer in '68. 'I mentioned it to Bernbach...'

 
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Bob Gage gives Krone the VW account... Krone's Volkswagens... Milt Gossett... Eddie Russell... Koenig on Volkswagen... DDB visit Braunsch-weig... Brandenburg Gate pin... Russell and Krone visit Paris... Berchtesgarten... 'How to sell a Nazi car in a Jewish town', problems of conscience... DDB research recommendations... Krone's Dinah Shore theory... Adolf Hitler... Eddie Russell's VW strategy... the 'paste-pot' style...' JWT's No 1' layout... Bill Bernbach's philosophy and David Ogilvy's rules... Krone trumps both...

 
     
All chapter 1 spreads