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.



   Peter Bregman succeeded Yobbagy as Krone's writer... ‘He said he knew the colors were in the film but you had to really pump the color into the object to get the colors up... He took tons of pictures.'


Ted Voss briefs copywriter Tom Yobbagy and Krone on Polaroid's Time-Zero SuperColor chemistry... Ted Voss on motivation... Krone describes himself to 'Art Direction'... Krone joins the New York Art Directors Hall of Fame... Alexey Brodovitch, Paul Rand, Bob Gage... copywriter Tom Yobbagy on the development of Polaroid's Time Zero campaign... the copywriting... the copy... readabilty vs. impression...

All chapter 1 spreads