“Unlike other artists of his generation, but with an enthusiasm that, again, would be familiar to any graphic designer, Ruscha began publishing, early and often. Books like Twentysix Gasoline Stations and Every Building on the Sunset Strip were ways of documenting his deadpan obsessions at a modest cost (400 numbered copies for $3.00 each) that, he felt, anyone could afford. ‘I want to be the Henry Ford of book making,’ he explained at the time. Obviously, at that price the books would be sold at a loss, but, he confessed, ‘It is almost worth the money to have the thrill of seeing four hundred exactly identical books stacked in front of you.’”
Ed Ruscha: when art rises to the level of graphic design at Design Observer
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