Robert Indiana's 'LOVE': An Iconic Symbol of Pop Art

By Nana Japaridze

The Pop Art movement of the 1960s introduced a new visual language that embraced popular culture and everyday symbols. Among the artists who defined this era, Robert Indiana stands out for his bold use of typography and simple, yet powerful imagery. His most celebrated work, the 'LOVE' print, has transcended the art world to become a universal symbol of affection, peace, and unity.


The Genesis of 'LOVE'

Robert Indiana and the Pop Art Movement

Born Robert Clark in 1928 in New Castle, Indiana, Robert Indiana adopted the name of his home state as a reflection of his identity and artistic vision. A prominent figure in the Pop Art movement, Indiana was known for his exploration of American identity through bold, graphic images that incorporated numbers, short words, and vivid colors. His work drew inspiration from commercial art, road signs, and the vernacular of American culture.

Inspiration Behind 'LOVE'

The concept of 'LOVE' originated from Indiana's personal experiences and artistic explorations in the late 1950s and early 1960s. His fascination with the word was influenced by his upbringing in a Christian Science household and his contemplation of spiritual themes. The design evolved from a series of paintings that featured the word 'LOVE' in bold letters.

The original 'LOVE' image was first conceived in 1964 when the Museum of Modern Art (MoMA) in New York commissioned Indiana to create a Christmas card design for their annual holiday card program. The resulting image featured the letters 'L' and 'O' stacked over 'V' and 'E,' with the 'O' tilted to the right, creating a dynamic composition that was both simple and visually striking.


Technical Details of the Print

• Title: LOVE
• Year: 1967
• Medium: Screenprint in colors on paper
• Dimensions:
  • Image: Approximately 18 x 18 inches (45.7 x 45.7 cm)
  • Sheet: Varies by edition, commonly around 24 x 20 inches (61 x 50.8 cm)
• Edition Sizes:
  • Original Edition: Limited to 200 signed and numbered prints
  • Artist's Proofs: Additional prints marked as A.P.
• Signature: Each print is hand-signed and numbered by Robert Indiana
• Publisher: Published by Multiples, Inc., New York
• Printer: Printed by Sergio Tosi, a master Italian screenprinter
• Catalogue Raisonné Reference: Listed in Robert Indiana Prints: A Catalogue Raisonné 1951–1991 by Susan Sheehan (Sheehan 55)

Variations and Editions

Indiana produced several variations of the 'LOVE' print over the years, experimenting with different color combinations and formats:

• Red letters on a blue and green background (the most famous version)
• Red letters on a blue background
• Blue letters on a green background
• Green letters on a blue background
• Gold and silver metallic versions

Each edition maintained the integrity of the original design while offering a fresh visual experience.


Artistic Description and Analysis

Visual Composition

The 'LOVE' print is a masterful blend of simplicity and design:

• Typography: Bold, sans-serif letters create a strong visual impact.
• Arrangement: The stacking of letters, with the tilted 'O,' introduces a sense of movement and playfulness.
• Color Palette: Vibrant colors enhance the emotional resonance and visual appeal.

Symbolism and Themes

• Universal Message: The word 'LOVE' conveys a powerful emotion that transcends language and culture.
• Modernist Influences: The geometric arrangement reflects Indiana's interest in modernist principles and hard-edge painting.
• Cultural Reflection: The design captures the spirit of the 1960s, a decade marked by social change, the quest for peace, and new forms of artistic expression.

Cultural and Artistic Significance

A Symbol of the 1960s and Beyond

Indiana's 'LOVE' became synonymous with the ideals of the 1960s counterculture movement, embodying messages of love, peace, and unity during a time of significant social upheaval, including the Vietnam War and the civil rights movement. The image was widely disseminated, resonating with a generation yearning for change.

Influence on Contemporary Art

The 'LOVE' motif influenced countless artists and designers, sparking discussions about the role of language in visual art and the power of simplicity in conveying profound messages. It opened avenues for exploring text as a central element in art.

Public Installations

Indiana translated the 'LOVE' design into large-scale sculptures installed worldwide:

• New York City: The iconic 'LOVE' sculpture at 55th Street and Sixth Avenue in Manhattan has become a beloved landmark.
• International Versions: Sculptures featuring 'LOVE' in various languages, such as Hebrew ('אהבה'), Spanish ('AMOR'), and Chinese ('愛'), emphasize the universal nature of the theme.
• Indianapolis Museum of Art: A 'LOVE' sculpture symbolizes Indiana's connection to his home state.

Market Significance and Collectibility

Limited Editions and Rarity

The limited edition prints of 'LOVE' are highly sought after:

• Authenticity: Verified by Indiana's signature and numbering.
• Condition: Pristine prints command higher prices.
• Provenance: Well-documented ownership enhances value.

Auction Records and Value Appreciation

'LOVE' prints have appreciated significantly:

• Auction Sales: Achieving impressive results at Christie's, Sotheby's, and other major auction houses.
• Notable Sales: Certain editions have fetched prices exceeding $50,000, reflecting their desirability among collectors.

Legal Issues and Controversies

Unauthorized Reproductions

Indiana faced challenges with unlicensed reproductions of his 'LOVE' design:

• Legal Actions: The artist engaged in legal battles to protect his intellectual property rights against unauthorized use and adaptations.
• Market Flood: Unauthorized copies diluted the market, prompting discussions about authenticity and artist rights.

Exploitation Allegations

In his later years, Indiana was involved in lawsuits alleging exploitation:

• Estate Disputes: Allegations that associates isolated Indiana and produced unauthorized works under his name.
• Impact on Legacy: The controversies raised concerns about the management of his estate and the authenticity of late-career artworks.

Later Works and Legacy

'HOPE' and Other Word Sculptures

Indiana continued to explore themes using bold typography:

• 'HOPE' (2008): Created in support of Barack Obama's presidential campaign, echoing the design of 'LOVE' and emphasizing themes of optimism.
• Other Works: Sculptures and prints featuring words like 'EAT,' 'DIE,' and 'HUG,' further delving into the power of language.

Influence on Popular Culture

• Postage Stamps: In 1973, the U.S. Postal Service issued an 8-cent 'LOVE' stamp featuring Indiana's design, one of the most popular stamps ever released.
• Merchandise: The 'LOVE' image appeared on various products, from T-shirts to mugs, embedding it into everyday life.

Exhibition History

Indiana's 'LOVE' has been featured in numerous exhibitions:

• 'Robert Indiana: Beyond LOVE' at the Whitney Museum of American Art (2013–2014): A comprehensive retrospective exploring Indiana's career and the impact of 'LOVE.'
• Museum of Modern Art (MoMA): Showcased the original 1964 Christmas card and various prints in their collection.
• 'LOVE Long: Robert Indiana and Asia' at Asia Society Hong Kong Center (2018): Highlighted the artist's influence in Asia.

Conclusion

Robert Indiana's 'LOVE' transcends visual simplicity to embody complex themes of emotion, culture, and identity. The bold design and universal message have cemented its place as an enduring icon of Pop Art and modern art.

By transforming a simple word into a powerful visual statement, Indiana invites viewers to contemplate the essence of love and its significance in society. The 'LOVE' print not only captures the zeitgeist of the 1960s but continues to resonate, affirming the timeless nature of its message.

References:

1. Sheehan, Susan Elizabeth. Robert Indiana Prints: A Catalogue Raisonné 1951–1991. Susan Sheehan Gallery, 1991.
2. Heartney, Eleanor. Robert Indiana: Beyond LOVE. Whitney Museum of American Art, 2013.
3. Robert Indiana Official Website. www.robertindiana.com
4. Smithsonian American Art Museum. 'Robert Indiana.' americanart.si.edu
5. Museum of Modern Art (MoMA). 'Robert Indiana's 'LOVE'.' www.moma.org
6. Whitney Museum of American Art. Robert Indiana: Beyond LOVE. Exhibition Catalogue, 2013.
7. U.S. Postal Service. '1973 'LOVE' Stamp Release.' about.usps.com
8. Tate Modern. 'Robert Indiana.' www.tate.org.uk
9. Asia Society Hong Kong Center. 'LOVE Long: Robert Indiana and Asia.' Exhibition Details, 2018.
10. Christie's Auction Results. 'Robert Indiana's 'LOVE' Sales Records.' www.christies.com