For Ruscha, words "live in a world of no size." Infinitely scalable, they might exist at 8-point font in the pages of a book or tower overhead on billboards. In 1962, intrigued by its commanding monumentality, Ruscha recreated the dynamic logo of the film studio 20th Century-Fox on canvas. The image's dramatic diagonal composition-what he termed its "horizontal thrust"-would become a useful pictorial device for the artist. "I could see that a lot of subjects could work their way into this format," he reflected. "It was like broadcasting something from a tiny point, then expanding beyond the limits of things." Similar to how this painting evokes the fanfare that accompanies the logo on screen, other works of this period explore the sonic possibilities of visual imagery.
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