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 Graphic design versus advertising art direction. Concept versus form in typography and layout. Helmut Krone worked for William (Bill) Bernbach at DDB - the advertising agency singlehandedly responsible for the 'Creative Revolution' of the sixties. He changed the way advertising art direction was applied to photography; changed the way copywriters wrote copyand the ways art directors and agency typographers set type. Some say he was the greatest art director ever.



   Helmut Krone: ...you should be able to tell who's running an ad at a distance of 20 feet'.
   'You can tell a Volkswagen ad from a distance of 30 feet and an Avis ad from a distance of 40 feet.'


The 'first' and 'secnd' Avis campaigns... the 'platform' ad... Krone on Joe Daly... Paula Green on the press' reaction to the line... Julian Koenig... Krone tells 'Art Direction' and 'DDB News' about how he arrived at the Avis layout... Reinhold Schwenk...

All chapter 1 spreads