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.

 

           
 

   Gene Case: Jack and Helmut would do an ad... 'extremely, ambitiously, perceived - extremely high minded.' And then hand it over to an unknown copywriter to work on the body copy... '"Disraeli... something, something... England ruled the world." And Jack said, "Write this ad." And I said, "Who the hell is Disraeli?" So I ran over to the library... I didn't dare ask "What do you have in mind?"'

 
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American Airlines Fan-jet campaign... American Airlines First-class campaign... ad as explanation... corporate identity... Jack Dillon.... Gene Case.... copywriting on the American Airlines First-class campaign... Polaroid documentary: 'How DDB uses the Polaroid camera'... Smithsonian Museum...

 
     
All chapter 1 spreads