HELMUT KRONE: THE BOOK BY CLIVE CHALLIS
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HELMUT KRONE. THE BOOK. GRAPHIC DESIGN AND ART DIRECTION (CONCEPT, FORM AND MEANING) AFTER ADVERTISING’S CREATIVE REVOLUTION.
Cambridge. The Cambridge Enchorial Press. 2005. Hardcover. Book Condition: Fine, very slight tanning to top edges of pages. Jacket Condition: Fine. 286 pp. w. 800 illustrations. (ill. in b/w & colour).
Clive Challis has published an extensive survey of Helmut Krone's life, philosophy, and body of work as a way into considering ads "coming of age" in the 1960s. The catalogue stands as testament to the designer's initiative role in the Creative Revolution of graphic design and advertising in the mid-twentieth century, by which we have come to "read" brand imagery today. The philosophy that came to define modern advertising filled the gap between graphic design and advertising, inaugurating a purposeful relationship between the art director's eye and the inevitable beholder. Including 800 illustration that carefully track Krone's development, this reproduction of such a meaning-driven and dialectic career comes across like a primary source of the imagery that now codes our collective, consumer subconscious: we are invited to recognize the techniques that made his Volkswagen and Avis ads so iconic, for their inspiration and lasting presence in the creative campaigns we connect to today.