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 Graphic design versus advertising art direction. Concept versus form in typography and layout. Helmut Krone worked for William (Bill) Bernbach at DDB - the advertising agency singlehandedly responsible for the 'Creative Revolution' of the sixties. He changed the way advertising art direction was applied to photography; changed the way copywriters wrote copyand the ways art directors and agency typographers set type. Some say he was the greatest art director ever.

 

           
 

   “Roy Grace, DDB's creative director to be, thought he saw where Krone was going: ‘I said "Helmut, I know what you're trying to do, but you're not doing it."' Bad advertising. ‘If you watch local television and a local commercial comes on done by the local liquor store, or gas station or tire store, there's a oneness to it that is absolutely arresting and you find yourself totally involved in it; but it's ugly. He was trying to master that. Well, he got the ugly part.'

 
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George Lois, Pirelli... OPEC... US tyre companies and radial ply tyres, Michelin, Bridgestone, Goodyear, Firestone, Uniroyal, B F Goodrich... Jim Lawson... Uni, Roy and Al; thrill drivers... presentation to Bill Bernbach... Jerry Gentile on branding Uniroyal... Lee Tredanari on Krone's working methods... Bob Levenson on director's tickets... Krone as commercials director... Roy Grace... the failure of the Uniroyal campaign...

 
     
All chapter 1 spreads