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.



   Ed Smith remembers the campaign as a Krone invention: ‘As I understood, that was Helmut's idea, but I don't know whether Helmut and Ted Voss did that together. But again there was no brief, no requisitions...'


Ted Voss and Ed Smith on the Polaroid 'Museum' campaign... Kodak enters the market... Polaroid's perennial concern about it's film quality...

All chapter 1 spreads