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? For Bill Bernbach at Doyle Dane Bernbach his Volkswagen campaign and Avis campaign changed the way advertising art direction and advertising art directors worked. Later, back at DDB, he'd reconcile the aims of graphic design and art direction with his Polaroid campaign and Porsche campaign.


...A Marxist would say that economic change changes Art, but it isn't necessary to be a Marxist to realise that economic change changes the products of artiness. Post-war economic change in the US produced a group of professionalised highly arty manipulators who, through purpose and outlook, chose not to disguise themselves as artists or stylists but to become conceptualists... The work was revolutionary because the times were revolutionary...


On the need to document advertising... on why advertising and graphic design need separate qualifiers; style... commercial need... the need for a Creative Revolution... the New York School... on book design... Alan Kitching, Derek Birdsall, Richard Hollis, Anthony Froshaug: form without conformity. Bob Gill. Concept vs. form... intention within graphic design... on readers vs. raiders... Morris Benton's fonts... And thanks to...

All chapter 1 spreads