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 Erik Kessels is surprised by his honesty. Bob Levenson learnt the new way to write copy from him. George Lois called him a 'fucking kraut'. The creative Director of Chiat Day LA used to be his assistant. David Abbott wrote a book about his most famous campaign, for the VW Beetle. Yet Helmut Krone never became the Creative Director of William (Bill) Bernbach's DDB. Instead he remains 'the greatest art director' honored by Advertising Age and Adweek.

 

           
 

   Helmut Krone: Legibility seems to be a major issue... I don't think it's impossible to read... but you have to try a bit harder. The look comes first. At one time legibility came first. In fact, it was everything to me. But now I balance it off. My work is not illegible but it favors a look.
    ‘The whimsical approach is new for cars. If it was in the fashion field it wouldn't be nearly as good. It's a case of when it's right it's wrong. There's a German word for it...'

 
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Audi 5000... Silver Fox...the 'surreal' Fox - the Fox redux... Krone on Charles Jourdan ads; on legibility... Guy Bourdin's photography... Terry Bonaccolta on Krone and marketing... Roy Grace on Krone's reference material... Volkswagen Beetle... Porsche... John Bulcroft... Manny Gonzalez on Krone at a photo-shoot, and the fox... Larry Sillen... Ed McCabe

 
     
All chapter 1 spreads