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.



   Bob Levenson: Shortly after he came back... an account guy from General Telephone and Electronics came in and said I have this requisition for doing something with Sylvania Blue Dot flashbulbs and there wasn't any particular rush. Well I thought, that's something good for Helmut to tackle it's hard.'
   Levenson gave Krone the requisition. A year went by and the account guy came back and said, "Listen, they're beginning to ask


Carey Limousine... Hugh Carey... Buicks vs. Cadillacs... Krone designs typefaces... Great Western Sugar packs... Joe Montano... Mennen Skin Bracer... Case and Krone becomes Case & McGrath... Krone's DDB office... Jim Lawson, Sylvania Blue Dot bulbs... Ed McCabe... Bob Levenson...

All chapter 1 spreads