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Helmut Krone. The Book: Graphic Design and Art Direction (Concept, Form and Meaning) After Advertising's Creative Revolution
 
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Helmut Krone. The Book: Graphic Design and Art Direction (Concept, Form and Meaning) After Advertising's Creative Revolution [Hardcover]

Clive Challis (Author)
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Table of Contents

Timeline
Introduction.
1. Growing up. The influence of his parents; of pre-war Germany; of the Depression. Paul Rand and Lester Beall. The War, Seabees. First portfolio of work. Robert Greenwell; Alexei Brodovitch; Esquire magazine; Hal Oringer. Doris Krone. Tony Palazzo. International Latex. Diamond Barnett. Advertising influences: the 'paste-pot' school; Doyle Dane Bernbach.
2. Breakfast. Doyle Dane Bernbach; Phyllis Robinson. Barton's candy, Jack Dreyfus, Stan Calderwood of Polaroid. Typography of Benjamin Sherbow/Tschichold. Hess Brothers Dept Store. New Haven Railroad. Regal Shoes. Gallo wines. James E Pepper. Copywriter Bill Casey. Polaroid TV demonstrations, trade ads. Polaroid ad innovations. Ancient Age whiskey. Juan Valdez/Coffee of Colombia.
3. The house. John Lee. New Canaan. Mies van der Rohe, Philip Johnson.
Background to the US car market.
4. The Beetle and the bus. DDB wins account. Julian Koenig. David Ogilvy. Think small. Lemon. Copy styles/typographic & photogaphic decisions. The first 100 Beetle ads.
5. The new advertising: a new page. American Airlines, Avis.
Howard Gossage. Hertz reacts. Broxodent.
6. Adrift. DDB goes public. Case Krone and McGrath. Bayer's Universal font. George Lois.
7. The Fox and the grass. The Audi Fox, illustration. O M Scott.
8. Patronage. The Audi 5000, 4000. Charles Jourdan. Polaroid SX-70. Thoughts on design; on copy: Porsche 924/928; Polaroid Time-Zero. Marshall McLuhan. Advertising Hall of Fame.
9. After. Bernbach dies, the Krone-Bernbach relationship. Massimo Vignelli.DDB in decline. Needham Harper & Steers. DDBNeedham.Painting. Last days at East Hampton.
10. The time, the place, the man. A Genius? Society; contemorary ads; theorists; rise of DDB; rise of New York.
Influences. Krone's codes; styles the Volkswagen ads. The brand; subjectivity. Krone's achievement. His Intention. Interrogation; Gestalt. Contribution. Tension and technology; photography; typo-photo-; objectivity; subjectivity; meaning. The 'Creative Revolution'; concept.
Notes.
Index.
Acknowledgements/credits.

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