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.

 

           
 

   ďAvis can't afford television commercials. Aren't you glad?
    Do you know what it costs to make a television commercial?
    About $15,000.
    Of course, that includes highway, western sky, car, pretty girls and a catchy jingle to delight the hearts of music lovers. And then you still have to pay for putting it on the air.
    Avis hasn't got that kind of money.
    We're only No. 2 in rent a cars...

 
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the Avis campaign... values of 'The Organisation'... Leo Burnett... John Withers on ads, copy, Rudyard Kipling... David Ogilvy, Howard Gossage and Krone... Jack Newman... Robert (Bob) Townsend... Don Blauweiss... Kate Gibson... Krone on the Avis TV campaign, Irving Penn... David Herzbron... Howard Zieff... Carl Webber...

 
   
All chapter 1 spreads