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.



The illustration,' noted Advertising Age's 'Creative Man', 'makes wonderful use of Detroit's technique of creating interest in a new, completely changed model by covering it with a piece of cloth. The suspicion, of course, is that Volkswagen is not contemplating a change.
    'But then the first line of copy shatters the easy assumption. "The answer," it says quite simply and candidly, "is yes." How can you avoid reading further?


'Advertising Age' on the first VW ads.. David Ogilvy's Hathaway shirts layout... long-copy ads... Julian Koenig on Ogilvy... Ogilvy's rules... the Detroit advertising cycle... Dave Reider's Uttica Club ad... Ed McNeilly... Bill Bernbach... 'an honest car'... Krone on logos... the Volkswagen logo... Keith Evans...

All chapter 1 spreads