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.



   Tom Yobbagy: The first ad ran with a copyright... Ted [Voss]... wanted to keep it pure, and the second and third ads don't have that mice-type copyright "Polaroid": it's just a pure blue field or a pure yellow field.
    I think Helmut would kill for a client like that.'


Polaroid's Time-Zero campaign...

All chapter 1 spreads