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.

 

           
 

Roy Grace remembered a conversation: 'when Helmut went into business with Gene, he told me "We make the perfect team. I'm the perfect art director to go into business with," he said, "because I can do everything - mechanicals, I can cut up a type." And I said to myself, "Oh boy."'

 
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Krone on young people in advertising... Roy Grace... Krone on perfectionism... 'new page'... gaps in Krone's philosophy... Case and Krone... Arpege... Shoppers' Army... 'Seventh Avenue' clients... Pat McGrath... Gene Case on Krone as copywriter, Jack Kennedy... Len Sirowitz...

 
     
All chapter 1 spreads