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

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.



   Helmut Krone: “Bernbach came in ... and threw the New York Times down on my desk..."Have you seen this? ...Don't tell me how bad you think it is. As of today they are alive... and we just died... What are you going to do about it?"'


Norman Craig & Kummel... Carl Ally Inc... the Hertz/Avis skirmish becomes a war... Krone on the copywriter Ed McCabe... Bill Bernbach on Hertz's advertising... Krone tells Henri Holmgren that he was 'beginning to talk to himself...'... Bob Gage takes over... Doyle Dane Bernbach loses the account... Papert Koenig Lois (PKL)... Scali McCabe Sloves...

All chapter 1 spreads