Volkswagen of America ads, 1960–66-字体资讯-字客网触屏版

Volkswagen of America ads, 1960–66

新闻|Fonts in Use|Nick Sherman 2012-08-19 04:48:58

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.

From a 1968 interview with designer Helmut Krone:

Krone:[…] The only thing different about [the Volkswagen ad layout] was its application to cars—and that's different enough. I took traditional layout A, which had always existed: 2/3 picture, 1/3 copy, three blocks with a headline in between. But I changed the picture. The picture was naked-looking, not full and lush. The other small change was the copy, which was sans serif rather than serif.

Interviewer:And nobody'd ever done that before?

Krone:Not with that layout, no. It was an editorial look, but with sans serif type.

Interviewer:The look of the copy was very different. The use of "widows" which we spoke of once before.

Krone:I actually cut those "widows" into the first Volkswagen ads with a razor blade and asked Julian Koenig to write that way. 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.

Car and Driver, Aug 1961

Car And Driver, Mar 1962

Sports Car Illustrated, Nov 1960

Car and Driver, Nov 1961

Car and Driver, Mar 1963

Readers Digest, Mar 1966