I deliberately kept the blocks from being solid, and when I felt that a sentence could be cut in half I suggested it just to make another paragraph. Krone: I actually cut those “widows” into the first Volkswagen ads with a razor blade and asked Julian Koenig to write that way. This sample of magazine ads from the mid. Unlike Volkswagen’s, though, their use was hardly consistent. A few years after the launch of the famous campaign by Volkswagen of America, competitor Ford relied on Paul Renner’s groundbreaking geometric sans serif, too. The use of “widows” which we spoke of once before. Volkswagen was not the only car manufacturer using Futura for their adverts. Interviewer: The look of the copy was very different. It was an editorial look, but with sans serif type. Interviewer: And nobody’d ever done that before? The other small change was the copy, which was sans serif rather than serif. But I changed the picture. The picture was naked-looking, not full and lush. I took traditional layout A, which had always existed: 2/3 picture, 1/3 copy, three blocks with a headline in between. Krone: The only thing different about was its application to cars-and that’s different enough. One of the most iconic and popular ad campaigns of all time – the subject of a new book, Think Small: The Story of the World’s Greatest Ad.įrom a 1968 interview with designer Helmut Krone: These are the most common typefaces in the database, but there are many more.Haas Inserat-Grotesk / Neue Aurora VIII (49).
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