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.

 

           
 

    “The mid -‘70s saw a big change in type-setting techniques. It was the beginning of the end of hot metal, and of the kind of airy look that came with it. Computerised film setting meant that letter-spacing and line spacing could be set to negative amounts. And because they now could be, they were.

 
_________________________________________________________________________________________________________________________________________  
 

O M Scott and Sons, history... 'The Turf Builder'... Jack Dillon... Jerry Gentile.. Marty Cooke... Ivan Chermayeff... Arie Kopelman on the Scotts campaign... Columbus, Marysville... the border as branding... Jerry Cosgrove... Copy vs. type... writing to fit... computerised typesetting... 'tight' and 'tight-but-not-touching'... Cosgrove on Krone's art dirction of the illustrations... Krone on clients and branding...

 
     
All chapter 1 spreads