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: We showed Bill [Bernbach] a dozen ads (we used to show them a dozen at a time - because that was sort of a year's worth - and then we had to go and do them), and Bill said, "Helmut, tell me what you really think."'
     'Helmut's answer was, "There isn't a 'Lemon.' here but the level is up," and nothing could have pleased me more than to hear that...
     'Nobody ever did another "Lemon." Or another "Think Small."'

 
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Two Volkswagen of America corporate ads that featured nothing - one in colour, one black and white... and an attempt to produce a TV commercial featuring sky... Eddie Russell - trouble in Wolfsburg... Novodny... Heinz Nordhoff... Volkswagen's advertising budget increases... double-page spreads... John Withers... Bob Levenson... Bill Bernbach... 'Lemon.'... 'Think small.'...

 
     
All chapter 1 spreads