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.

 

           
 

   Helmut Krone: I'm with the presentational concept now. Someone said it beautifully: "The presenta-tional concept is weightier, more important and more impressive, more enjoyable than the material itself." That's what I'm into. The most direct approach possible. To be an anonymous art director, to make the concept come through. Bill Bernbach says the treatment can be the concept. That's a heavy statement...

 
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Ed Smith on Krone, advertising, design and readability... Krone on The Idea... Krone tells 'U&lc' about Bill Bernbach's presentational concept, and about the nature of modern art directors... on design in advertising; on type; on the page... DDB's work for Porsche... Tom Yobbagy on Porsche's strategy...Mark Zizzamia on the 924 and 928... Audi engines, VW parts... the Datsun 240Z.. Krone's guiding principles... Dave Langley... Porsche engineers: Helmut Bosch, Dr Metzger, Dr Bandler, Professor Porsche's Prince Heinrich Rally cars... Nurburgring, Weissach... the photography... John Bulcroft replaced by a new client, alternative campaigns... Krone tells 'U&lc' about the campaign... Swiss design...

 
     
All chapter 1 spreads