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.

 

           
 

   Bob Levenson: David [Reider] wouldn't put up with it. Art directors are supposed to direct art and copywriters are supposed to write copy - and he was an old-school guy... 'There was just bad chemistry, if not bad blood, between the two of them.'

 
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Dave Reider... Ken Duskin... Bob Levenson... comparison of Julian Koenig's and Dave Reider's bodycopy... roles of art directors and copy-writers... 'How to do a Volkswagen ad.'... Mike Withers... Ron Goehlich... Krone's influence on the copywriting styles and typography of the VW ads... Bernbach on Volkswagen headlines... Ogilvy on bodycopy... role of 'widows'... 'Gertrude Steiny' copy... VW typography analysed... Krone's attitude to photography... Volkswagen photography... Lee Batlin... Bob Gage.... Wingate Pane... Russell Munson... Dave Larson...

 
     
All chapter 1 spreads