Ed Ruscha's text paintings in the 2010s continue to reflect his long-standing fascination with the interplay between visual art and language, a theme that has characterized his work since the 1960s. Ruscha, known for his contributions to the Pop Art movement and his exploration of Americana through the lens of Los Angeles and its Hollywood-centric culture, has evolved his approach to text and image over the decades. His work from this period includes experiments with different materials and surfaces, including paintings on drum skins created between 2017 and 2019 (Artsy).
Ruscha's art often turns text and typography into the main subjects, using phrases that range from the mundane to the enigmatic, such as “OOF,” “Pay Nothing Until April,” and “Honk.” These phrases can have specific origin stories or be entirely devoid of them, highlighting Ruscha's interest in the ambiguity of language. The artist is known for his use of a self-developed font, Boy Scout Utility Modern, which features thin, angular letters reminiscent of sign painting. This font and Ruscha's distinctive use of language play with the viewer's expectations, combining text and image to create works that straddle clarity and mystery (Artsy).
Throughout the 2010s, Ruscha's work remained highly sought after by collectors, with certain phrases and motifs, like “Cold Beer Beautiful Girls,” emerging as favorites due to their pop culture references and evocative nature. Despite the occasional use of unconventional materials that posed conservation challenges, Ruscha's prints and paintings continued to command significant interest and prices in the art market. His prints, in particular, have been a consistent part of his practice, selling for figures that, while varying, often reach into the thousands (Artsy).
Ruscha's impact on contemporary art extends beyond his textual explorations. His works are part of a broader dialogue about the role of language in visual culture and the permeable boundaries between word and image. By the 2010s, Ruscha had achieved global acclaim, with his profile and market value enhanced by major exhibitions and his representation by significant galleries. This acclaim reflects not only the distinctiveness of Ruscha's visual language but also his ability to capture and critique the essence of American culture through the lens of Los Angeles and Hollywood (Artsy).
