Helmut Krone, Period.
“A strange gulf exists today between the worlds of design and advertising. That makes it easy to forget that one of the greatest designers that ever lived was an advertising art director: Doyle Dane Bernbach’s Helmut Krone. Long before branding became a buzzword, Krone intuitively understood how graphic design could define an institution’s personality. ‘The page,’ he once said, ‘ought to be a package for the product. It should look like the product, smell like the product…Every company, every product, needs its own package.’ Without ever designing a logo — often without even using a logo — he created corporate images that endure to this day. How many companies can be said to ‘own’ a typeface the way that Volkswagen does Futura Bold? They have Helmut Krone to thank for that.”