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.

 

           
 

Putting a full point in a headline was an act of sedition. It broke the pace and invited inspection - maybe even circumspection - of the statement. Of course this is exactly why Krone used one: he had statements to make which he wanted to be examined. Received wisdom in admaking circles was that this was antithetical to the way advertising worked...

 
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...'wit' and the Volkswagen campaign... non-Krone Volkswagen ads...the first full-point (period) in an ad headline?... Juan Valdez... Bill Taubin... 'Gerhard Baecker'... Dave Rieder... the new Bauhaus on Doyle Dane Bernbach's advertisements... 'Uppercase' magazine... Professor Gui Bonsieppe... Hochschule fur Gestaltung, Ulm... visual rhetoric... changes in the art-direction of the campaign... 'commodification of dissent'... branding the consumer... Julian Koenig on conspicuous consumption... on his copywriting styles...

 
     
All chapter 1 spreads