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

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.



   Krone...: interrogated his products - in isolating their peculiarities he also absorbed their spirit... [account people] remarked on his dismissal of the strategy, but in the years before planners, that function, the representation of the consumer within the agency and the identification of their need lurking within the product, was often better administered by a creative person...


..art, illustraton, Mike Lawlor... the design of meaning, Bill Casey, Roland Barthes deconstructs 'Paris Match', the photo as communication... the Volkswagen campaign... Arthur R Railton, 'Popular Mechanics', Walter Nelson, Eddie Russell. Bill Bernbach, Julian Koenig, Carl Hahn... synthesis of David Ogilvy and Bill Bernbach... type-style, photgraphy, layout... Krone's codes... art direction before the com-puter... Hal Oringer, Bob Levenson, skepticism and advertising strategy, Krone's phases... Terry Bonaccolta, Arie Kopelman, strategy, account planning... Gestalt, von Ehrenfels, the Bauhaus , tone-of-voice,David Ogilvy's Commander Schweppes; the Hathaway man, Leo Burnett's 'critters', Sears Roebuck... branding the consumer, Diesel, Budweiser, McDonalds...

All chapter 1 spreads