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.



   Helmut Krone: In looking at ads sometimes, I can't help but feel that the art director was trying to impress the art director across the street. There's no place in advertising for design for design's sake..."


the Avis strategy... Joe Daly attempts to kill the line... DDB and reaerch...The 'New York Times' on the research of the Avis line... Robert C Towwnsend... Bill Bernbach's attitude to the research... Bud Morrow... Nancy Underwood... Kay Gibson... Krone on the Avis badge (button)... Ed Valenti... Davd Herzbron... Krone on logos... Krone on design... Krone on The Idea... Krone transcends the role of the art director... Paula Green... the most important ad of the Creative Revolution... adjectives in body copy... Krone on the Avis campaign...

All chapter 1 spreads