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
I

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.

 
           
 

   “Consumer Orientation 5
    No 5 in a Series of Technical Papers     Subject Optimisation of Vehicle Aerodynamic form.
    Air resists the movement of a vehicle passing through it. Resistance increases with the square of the vehicle' s speed: twice the speed produces 4 times the resistance. The engine power required to overcome this drag increases with the cube of the vehicle's speed… twice the speed requires 8 times higher power…

  
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...Krone's and Tom Yobbagy's 'too much techno' copywriting theory continues...

 
     
All chapter 1 spreads