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.



   David Herzbron: Calderwood hatched a scheme to finagle a TV commercial out of a rigged Polaroid camera with a pre-developed picture in the back. He took the idea to Today show host Dave Garroway. 'Garroway hit the ceiling and said under no conditions could we do this - the television camera was all important, it could detect a lie in a minute. He said, "We will go live, do it right and if something goes wrong I'll see that we bail out.


Polaroid advertising strategies... Polaroid live, on TV... Stan Calderwod... Polaroid TV presenters: Dave Garroway, Steve Allen, Lawrence Welk, Perry Como, Don Amici... copywriter David Herzbron's recollections... Bill Casey... branding vs. logo... the Polaroid camera as ad branding... Bill Casey's changes to the campaign...

All chapter 1 spreads