"Amongst art directors there's Helmut Krone, and then there's everyone else.” Bob Gage, DDB's first art director.
http://www.enchorial.com/HelmutKronePic ... neFlat.jpg
Krone's contribution to the in-vention of modern advertising: over 100 VW ads. The ones that came before, the ad that helped DDB win the account, and the ones that changed everything. Krone disdained logos. And left them out. But he put in the period (before him headlines hadn't had them). His logo is on all the ads which followed him: the period at the end of their headlines.
Every Art Director of today, who wants to 'just win a couple of D&ADs etc', should read this book and take a serious look at how to put soul into his/her work.
The Creative Revolution (1954-64) was essentially the tussle between design and meaning; between form, beauty and concept; between telling and receiving. In graphic design and advertising it changed everything. Helmut Krone (1925-1996) was a leading seditionary. He started out as a graphic designer who despised advertising -- and finished up as an art director claiming to be a graphic designer, 'the only one in hard-core advertising ,' he said. Krone shaped the two most important ad campaigns ever: for Volkswagen and the 'We try harder.' work for Avis. These two campaigns explored the difference between graphic design and advertising art direction -- in fact Krone's work defined modern art direction for print. Krone's work has been collected by the Museum of Modern Art and the Smithsonian. He has been inducted into Art Directors' Halls of Fame from New York to Berlin. The book is conceived as the definitive primer, not only on Krone, but on the arrival of modern advertising art direction; the thinking behind it and the questions which Krone asked himself in order to provoke new meanings from design, typography and photography -- methods which continue to stimulate new and relevant solutions today.
get the book here
Helmut Krone : Now Get the Book!
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