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.

 

           
 

   Ed Smith: He's telling me, "Go get the Bauhaus books and cut me apart some type." Magnificent Bauhaus books on his coffee table, and he'd just hand me the razor..."
    He'd just look at me over the glasses, he'd say, "Ed, no Ed. Just cut the book, Ed..." He was searching how elements looked on a page.' Krone would say, "Get me some small type; get me some four-point." He assumed I knew.'

 
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On Dr Edwin Land, Polaroid, Polaroid cameras and the stock price... the SX70... Peter Wensberg... Ted Voss on Dr Land and Bill Bernbach's meeting in Cambridge... Melandandri... Bob Levenson on Krone, clients and TV shoots... Bob Gage... 'Main Tom' , Marvin Honig and Ed Smith... Julian Koenig's and Dave Reider's chair... Charlie Piccirillo...Ed Smith on Polaroid ads, on Krone and his working methods... Bauhaus books... comparisons with Roy Grace... Larry Sillen... Krone's photostat bills...

 
     
All chapter 1 spreads