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 Erik Kessels is surprised by his honesty. Bob Levenson learnt the new way to write copy from him. George Lois called him a 'fucking kraut'. The creative Director of Chiat Day LA used to be his assistant. David Abbott wrote a book about his most famous campaign, for the VW Beetle. Yet Helmut Krone never became the Creative Director of William (Bill) Bernbach's DDB. Instead he remains 'the greatest art director' honored by Advertising Age and Adweek.

 

           
 

   By the mid-'60s it seemed as if everybody was doing Volkswagen ads - on a multitude of products and at agencies all over town (and, increasingly, around the globe). Clients even started asking their agencies for VW ads...'

 
_________________________________________________________________________________________________________________________________________  
 

Krone's copywriting... branding through typography... no logo... Krone tires of the Volkswagen big picture, and 'old JWT No 1' layout, as clients at other agencies start to demand it...copywriter John Withers and art director Ron Goehlich hand out the instructions...

 
     
All chapter 1 spreads