121

Helmut Krone

Helmut Krone broke new ground in the field of design advertising, developing styles and methods that are still copied and influenced in many minimalistic designs of today. His most iconic creations were a harmony of picture and san serif type, with 2/3 picture and 1/3 copy.

Have a look at the ads below. They are minimal in text, presenting the facts simply, but with an intelligent sense of humour that makes readers feel like they’re in on the joke.

Well known for over 30 years at the advertising agency Doyle Dane Bernbach, his success grew as art director for the popular 1960’s campaign for Volkswagen Beetle. At the time it was regarded as this small, slow, ugly, foreign car, yet Krone helped turn it into an iconic piece of American pride.

• 

• 

“His best work always exemplifies honesty. By focusing on what could be a perceived weakness, such as the unflashy aspects of a Volkswagen sedan, or being the second-largest rental car agency, Mr. Krone made people stop and take notice.”

-Marty Cooke, the creative director of TBWA Chiat/Day.

The New Page

Krones new innovations to the page can be described as  “Ads with no headlines. Headlines as captions. Photographs as logo. Typeface as brand.”

• 

• 

Although Krone disliked including logos, he implemented the first photo logo at the bottom of each page as no other camera had a picture coming out of the back of the camera.

Now to end off the last example of a punchy ad of his.

Krone said …” what do you do with one product when you have two facing pages?”

Here was his solution.

works cited:

http://www.enchorial.com/HelmutKroneReviews/HelmutKroneReviewDesignObserver.htm

https://www.graphis.com/master-portfolio-slideshow/helmut-krone/advertising/