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.

 

           
 

   Words, Krone realised, didn't have to be read for a meaning to be understood; they could merely have form.
    The idea was a little too far in the vanguard for the vanguard. ‘The Porsche work I never liked,' says Ed McCabe. ‘I thought it was totally devoid of an idea  ...if he'd heard me say that he'd say, "Oh yeah? Sometimes no idea is an idea."' )

 
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Krone's contribution to advertising; to art direction... Swiss design... theory behind the Porsche and the Polaroid SX70 campaigns... Ed McCabe/Krone rivalry... 'Wall Street Journal' on Krone's page-as-branding theories... the Porsche Audi logo makes an appearance... the Porsche campaign continues: 'Consumer Orientation's 10 to 20...

 
     
All chapter 1 spreads