Ed Ruscha's 'Standard Station' (1966): An Icon of American Pop Art

By  Kris Ghesquière

Ed Ruscha, a pioneering figure in contemporary American art, has significantly influenced the visual language of the 20th and 21st centuries. Among his most iconic works is 'Standard Station' (1966), a limited edition screenprint that encapsulates the essence of mid-20th-century American culture and the burgeoning Pop Art movement. This article delves into the genesis, technical aspects, artistic significance, and enduring impact of 'Standard Station,' highlighting its place in Ruscha's oeuvre and its influence on modern art.

The Genesis of 'Standard Station'

Born in 1937 in Omaha, Nebraska, and raised in Oklahoma City, Ed Ruscha moved to Los Angeles in 1956 to study at the Chouinard Art Institute (now CalArts). Immersed in the dynamic cultural landscape of Southern California, Ruscha became associated with the Pop Art movement, though his work often transcends strict categorization. His art merges elements of painting, printmaking, photography, and graphic design, frequently incorporating text and mundane objects to challenge traditional notions of art.

Ruscha's fascination with gas stations began during his frequent drives along Route 66 between Los Angeles and Oklahoma City. These trips inspired his first artist's book, 'Twentysix Gasoline Stations' (1963), a collection of black-and-white photographs depicting ordinary gas stations encountered on his journey. Among these was the Standard Oil station in Amarillo, Texas, which captivated Ruscha with its clean lines and modernist architecture.

In 1963, Ruscha created a monumental painting titled 'Standard Station, Amarillo, Texas', based on his photograph but with a dramatically foreshortened composition. He transformed the banal subject into a symbol of the American vernacular landscape, highlighting themes of mobility, consumerism, and the homogenization of the American experience.

Technical Details of the Print

• Title: Standard Station
• Year: 1966
• Medium: Color screenprint on paper
• Dimensions:
  • Image: Approximately 19 1/2 x 36 13/16 inches (49.5 x 93.5 cm)
  • Sheet: Approximately 25 1/2 x 39 3/4 inches (64.8 x 101 cm)
• Edition Size: Limited to 50 signed and numbered prints, plus an unspecified number of artist's proofs
• Signature: Each print is hand-signed and numbered by Ed Ruscha
• Publisher: Audrey Sabol, Villanova, Pennsylvania
• Printer: Art Krebs Screen Studio, Los Angeles
• Catalogue Raisonné Reference: Listed in Edward Ruscha: Editions 1959–1999: Catalogue Raisonné by Siri Engberg and Clive Phillpot (Catalogue Raisonné Number 3)

The Screenprinting Process

Ruscha utilized the medium of screenprint, a technique synonymous with commercial production, to create 'Standard Station.' Screenprinting involves pushing ink through a mesh stencil onto paper, allowing for vibrant colors and sharp lines. Ruscha was among the early fine artists to employ the 'split fountain' technique in screenprinting, blending different colored inks to create a gradient or rainbow effect. This method, originating in commercial printing, enabled Ruscha to achieve the dramatic color transitions seen in the sky of 'Standard Station.'

Artistic Description and Analysis

Visual Composition

Imagine driving down a long stretch of highway, the sun sinking low on the horizon, painting the sky in deep blues and fiery oranges. There, in the middle of this seemingly endless road, a gas station looms—bold, clean, almost larger than life. This is Ed Ruscha's 'Standard Station,' a scene captured with the stylized drama of a movie still.


The gas station stands with an exaggerated sense of perspective, its diagonal lines pulling your eyes inward, making it feel as though it’s rushing out towards you. It’s not just a building; it’s a symbol, a piece of American culture made monumental. The vivid colors—bold reds, blues, and oranges—create a striking visual impact, like the sky itself is alive, transitioning from day to night with an intensity that suggests a fleeting moment in time. Ruscha’s use of the split fountain technique gives the sky that smooth gradient, adding to the cinematic feel of the scene.


Above it all, the word 'STANDARD' sits proudly, not just as a sign but as a statement. The bold, sans-serif letters are part of the composition—a modern, graphic element that anchors the image. There are no people here, no distractions. The focus is purely on the gas station, its clean lines and simplicity evoking a sense of timelessness, almost like a shrine to the roadside icons of America.

Symbolism and Themes

There’s more to this gas station than meets the eye. It’s a symbol of American identity, reflecting the car-driven culture that defined post-war America—the freedom of the open road, the allure of exploration, and the consumerism that came with it. The word 'STANDARD' speaks to something deeper too: the standardization of the American landscape. These gas stations, scattered along highways everywhere, represent the homogenization brought on by corporate expansion—a familiar sight, comforting yet impersonal.


Ruscha’s work blurs the line between art and advertisement, a hallmark of the Pop Art movement. His background in graphic design and advertising shines through, giving the piece a polished, commercial feel that makes you question where fine art ends and commerce begins. And then there’s the solitude—the gas station, standing alone under an expansive sky, evokes a sense of isolation, a quiet contemplation of the vastness of the American West. It’s a place where the road stretches on forever, and for a moment, you’re the only one there, taking it all in.

Cultural and Artistic Significance


'Standard Station' is a pivotal work that bridges Pop Art and Conceptual Art. Ruscha's focus on commonplace subjects and use of commercial printing techniques influenced a generation of artists exploring the intersection of art, language, and everyday life. Contemporary artists such as Christopher Wool and John Baldessari have cited Ruscha's work as an inspiration, particularly in their use of text and exploration of American iconography.


Capturing the optimism and rapid development of the 1960s, the print reflects a period marked by technological advancement and economic growth. At the same time, it subtly critiques the uniformity brought about by corporate branding and the loss of regional identity. Ruscha himself described his interest in 'glorifying something that we in the world would say doesn't deserve being glorified. Something that's forgotten, focused on as though it were some sort of sacred object.'


Ruscha's innovative use of the split fountain technique in fine art screenprinting had a significant impact on both his contemporaries and future generations of artists. Art historian Riva Castleman noted that the 'garish rainbow effect' achieved by Ruscha became widely imitated, eventually turning into a printing cliché by the late 1960s. This technique has since become a staple in both fine art printmaking and commercial design.

Exhibition History

'Standard Station' has been featured in numerous prestigious exhibitions and is part of major museum collections:

• Museum of Modern Art (MoMA), New York: Included in their collection and featured in exhibitions highlighting masterworks of printmaking.
• Los Angeles County Museum of Art (LACMA): Showcased in 'Ed Ruscha: Standard,' coinciding with the museum's Art + Film gala honoring Ruscha in 2012.
• Art Institute of Chicago: Holds 'Standard Station' in their collection, emphasizing its significance in American art.
• Tate Modern, London: Exhibited in retrospectives exploring Ruscha's impact on contemporary art.

Market Significance and Collectibility

With only 50 signed and numbered prints, along with a handful of artist's proofs, 'Standard Station' is both rare and highly coveted. Each print carries Ruscha's signature and unique numbering, marking its authenticity and adding to its allure. The condition of these prints plays a crucial role in their value, with those in excellent shape commanding premium prices. Furthermore, the provenance of a print—its ownership history—significantly impacts its desirability, with well-documented histories enhancing their worth in the eyes of collectors.


'Standard Station' has consistently performed well at auction, underscoring its importance and desirability in the art world. As of 2021, prices for prints in exceptional condition have soared beyond $500,000, with a notable sale in November 2018 at Christie's, where a pristine example fetched $782,500. The iconic status of the work, coupled with Ruscha's enduring prominence, ensures continued demand among collectors and institutions, keeping interest in 'Standard Station' strong and unwavering.

Legacy and Influence

Ruscha's depiction of the Standard gas station has become emblematic of the American West and the Pop Art movement. The image's replication in various mediums over decades attests to its enduring resonance. It has been referenced and reimagined in film, advertising, and popular culture, cementing its status as a visual shorthand for mid-century Americana.

Ruscha's background in graphic design is evident in 'Standard Station,' influencing subsequent generations of designers and artists. The bold use of typography and streamlined imagery has found echoes in advertising, cinema, and visual communication. Contemporary designers continue to draw inspiration from Ruscha's ability to elevate everyday objects through graphic simplification and dramatic presentation.


Conclusion

Ed Ruscha's 'Standard Station' (1966) stands as a seminal work that encapsulates the spirit of mid-20th-century America and the complexities of modern life. Through his masterful use of composition, color, and innovative printing techniques, Ruscha elevates a mundane subject into a powerful visual statement. The limited edition screenprint not only reflects the cultural and societal shifts of the 1960s but continues to resonate with contemporary audiences, affirming its timeless relevance.


By transforming an ordinary gas station into an icon of American art, Ruscha invites viewers to contemplate themes of progress, standardization, and the intersection of art and everyday experience. 'Standard Station' remains a cornerstone of Ruscha's artistic legacy and a touchstone in the history of Pop Art, continuing to influence artists, designers, and cultural commentators well into the 21st century.