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.



Bob Levenson put his finger on Krone's dilemma: ‘He didn' t have to try to prove anything nearly as much when he was at DDB than when he wasn' t at DDB. There was some unholy combination of "I can do this without you Bill. The world will pay as much attention to me as it paid to you..." The pressure at DDB was to do good work, the pressure at Case and Krone was not to not do good work, but on top of that to be explosive - to some extent for its own sake.'


(Barrie Bates aka) Billy Apple... John Eding... Alexey Brodovitch... designs for a restaurant... the 'stop-smoking' cruise... Pat McGrath... Bayer/Benguiat/Universal font... Prime Time steakhouses... Case and Krone... Bill Bernbach pays a visit... a new Bauhaus on 5th Avenue... Joe DiIorio... Shoppers' Army... Dividend Clubs of America...

All chapter 1 spreads