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 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.



   Lisa Krone Mella: After about an hour at the table together the kids would drift off one by one to climb trees, play baseball, wash the dishes or put on the second pot of coffee.'
    Later in the day she'd return to find, 'The sketch pad', and Venus pencils and eraser 'sitting on the Formica Eames tabletop, along with Kent cigarettes accompanied by the clinking of ice cubes...'; 'a sense of calm had descended, the work day was done, and he'd now want to welcome us, show a ten year-old or a seven year-old the sketches he'd made for my mother earlier.' Krone would draw: 'the "page" he was currently working on... Doris could comment, add ideas... critique. With us he'd want to see how quickly we might "get it" and how clever we might find it.'


Function, form and meaning... Venturi's post-modernism... 'Complexity and Contradiction in Architecture'... Life in the country... Milt & Anna Gossett... the move back to the city... For sale: 'a glass contemporary...'

All chapter 1 spreads