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.

 

           
 

    Helmut Krone: My first favorite magazine was Popular Mechanics. I saved every copy... I don't see how you can do an intelligent creative job - tell somebody about something in an interesting way - unless you know everything about it."

 
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Ads for 'Jock', Cybermatics, Nestle Decaf, Rouse Corporation and Columbia, Maryland, Angostura Bitters... Gene Case... Mickey Herskowitz... Robert Townsend, 'Up the Organisation'... 'Popular Mechanics'... caffeine... new logo and font... 'Advertising Age' on the Columbia, Maryland ads...

 
     
All chapter 1 spreads