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.

 

           
 

     “Howard Gossage took on small clients and charged a fee... and excelled at producing witty, often ironic campaigns with acupuncture-sharp strategies, usually confined to one choice of media title. One of his campaigns stopped Congress flooding the Grand Canyon.'

 
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Howard Luck Gossage... Qantas... Irish whiskey... Fina Petroleum... 'pink air'... Margaret Larson... 'The New Yorker'... Art Directors Club... Weiner & Gossage... Krone on the design of the Avis ads... Eric Gill's Perpetua... Mel Rustom... Monotype... J Walter Thompson... Henri Holmgren... kerning the type... aligning and non-aligning numerals... American Airlines campaigns... use of logo/no logo... Krone's no logo theories... Krone on Art Directors Club Awards... Bob Gage on the Avis ads....

 
     
All chapter 1 spreads