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 greatest art director ever? Or a graphic designer in an ad agency? Helmut Krone worked for Wiliam (Bill) Bernbach at Doyle Dane Bernbach. His Volkswagen Beetle campaign and Avis campaign (the defining campaigns of the 'Creative Revolution'), changed the way advertising art direction, copywriting and the advertising creative team worked. He formed his own advertising agency to investigate the possibilities of 'graphics' - graphic design - free of 'concept'. Later, back at DDB, he'd reconcile graphic design and art direction with his Polaroid campaign and Porsche campaign.

 

           
 

   Bill Taubin: ‘Advertising is an art, but it isn't an outlet for frustrated painters. It's not art for art's sake. This has taken me many years to learn... ‘Unfortunately, there are too many art directors in the business who feel the desire to do a painting to "cleanse their souls" of what they feel is a prostitution of their art.')
     Clever and cleverer communication was what turned them [the new art directors of Krone's generation,] on. In capitalist New York they synthesised the methods of the pioneer, socialist European thinkers who'd explored theories of aesthetics and machines and found ways to make photo-mechanical advances bring ‘Art' to ‘the people'.

 
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...East Hampton... on running figures... the Mercer Street loft... Krone leaves DDBNeedham... changes in motivation of the art directors of the Creative Revolution... N W Ayer... Werkbund, the Ringes der Werbe-gestler, the Bauhaus; New vs. Old world... Paul Rand, Bob Gage, Bill Bernbach - the eye of the Creative Revolution... on art and advertising... Andy Warhol; 'Lemon.'... Billy Apple...

 
     
All chapter 1 spreads