The Cambridge Enchorial Press Ltd., Cambridge UK. 2005. First British edition. 280 pages. Large 4to (34 x 25 cm). Embossed black cloth binding, dust jacket. A leaflet (6 pages) loosely inserted with instructions how to bind it in. 800 illustrations. New and unopened copy.
The book is conceived as the definitive primer, not only on Krone, but on the arrival of modern advertising art direction. How is it different to graphic design? The questions which Krone asked himself in order to provoke new meanings from design, typography and photography are all here. The philosophy of Art Direction.Methods which continue to stimulate new and relevant solutions today — in any media. 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.