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

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.



Think small.' hit a raw nerve in late '50s America where 'positive thinking' could only mean thinking big - and then bigger still. To read the opposite, especially in the heartland of positive thinking, an advertisement - a car advertisement - felt like an incitement to treason: thinking small sounded like an un-American activity...


George Lois and Julian Koenig form Papert Koenig & Lois (PKL) in the Seagrams Building... DDB and the Creative Revolution... the history of the 'Think small.' and 'Lemon.' ads and their importance... different recollections of how they came about... Volkswagenwerk... Ed McNeilly, Paul Lee... Helmut Schmitz.. Charlie Piccirillo... Bob Gage... Juan Valdez... IBM... 'Fortune' magazine... Julian Koenig on Bernbach... Bernbach on 'Lemon.'... definition of 'lemon'... Rita Wagner (Selden)... Bill Casey... Eddie Russell makes a bet, research of 'Lemon.' ad... Carl Hahn...

All chapter 1 spreads